DOI: 10.32900/2312-8402-2024-131-215-237
Keywords: trade, market, agricultural products, progressive technologies, digitalization, turnover, marketing
The article considers the study of the theoretical foundations, implementation and prospects of innovative technologies in the market of agricultural products in Ukraine. The intensity of the development of digital trade in terms of volume and scale due to the introduction of artificial intelligence, which has the potential for the digital transformation of trade by significantly reducing geographical barriers, has been established. It is certain that a significant impetus to the development of innovations in trade in Ukraine, as well as in other countries of the world, was given by crisis events, namely, the pandemic, then military actions. In crisis conditions, digital technologies in trade have a significant advantage over traditional ones, because they allow the consumer to order goods without putting their life at risk.
We studied the sector of domestic trade in agricultural products for the use of advanced technologies. The purpose of the work was to highlight the trends in the development of advanced technologies in the trade of agricultural products in Ukraine, to determine the influence of factors that shape the market and consumer trends on the innovative development of trading platforms, innovative challenges in the field of trade in agricultural products. Innovations in the trade of economically developed countries of the world and Ukraine are considered, in particular, the most developed and promising ones are highlighted.
The main aspects of the state and trends of trade development in Ukraine are characterized. The analysis of statistical information and research has established the dominance of large business enterprises, although the trend of positive innovative movement of medium-sized businesses can be traced. It has been determined that in recent years, import operations significantly outweigh export operations, this is especially noticeable from the analysis of the results of 2022. The comparative analysis of indicators of the activity of trading enterprises in Ukraine for 2020-2023 using the example of the index of the physical turnover of retail trade proved its fluctuations depending on the crisis phenomena in the country. In particular, the export of goods decreased by 26.1%, and the import increased by 11.2%, which resulted in a negative balance. The largest share of trade during the studied periods was with EU countries, in 2023 it increased to 56%, while the share of exports decreased by 10%. Since the beginning of active hostilities, the country’s economic activity shows signs of stabilization, but this trend will depend on foreign economic relations with partner countries.
It has been proven that the leading trend in the development of progressive technologies in the trade of agricultural products in Ukraine is the increase in the confidence of buyers in purchasing via the Internet. Furthermore, a critical element of digital commerce is an effective cybersecurity management plan that balances technology, geopolitical relations, government capacity; supports market reputation, and public-private cooperation.
References
Batrakova, T. & Fomenko, S. (2023). The current state of Ukraine’s foreign trade in conditions of economic instability. Digital economy and economic security, № 4(04): 56-62. doi.org/10.32782/dees.4-10
Bezus, A. M., Shevchun, M. B., & Bezus, P. I. (2019). Prospects of innovative development of retail trade in Ukraine. Economy and the state, № 5: 24-28. doi.org/10.32702/2306-6806.2019.5.24
Brzhezitsky, D. (2017). Behavior of a modern Internet user in Ukraine 2017 [Electronic resource]: www.natali.ua/soave/biznes/65048/.
Center for Economic Strategy (2023). https://ces.org.ua/tracker-economy-during-the-war/#:~:text
Chernega, O. V., & Malovychko, S. V. (2016). Methodology of research of e-commerce as polyfunctional phenomena. Innivative economy, № 5-6(63): 212-217. http://nbuv.gov.ua/UJRN/inek_2016_5-6_37
Chernyavska, М. К. (2017). The essence of innovations of a trading enterprise. Scientific Bulletin of Mukachevo State University. Series: Economy. Vol. 1(7). С. 102-106. https://economics-msu.com.ua/web/uploads/pdf/Scientific%20Bulletin%20of%20MSU.%20Series%20Economics_2017_Issue_1(7)_102-107.pdf
Dergachova, V. V., & Goliuk, V. Y. (2022). Digital terminology in strategies. The essence, place and role of digital management. Economic bulletin of NTUU “Kyiv Polytechnic Institute”. № 22. С. 114−117. doi.org/10.20535/2307-5651.22.2022.260165.
Dubel, M. V. (2021). The impact of the COVID-19 pandemic on the process of digitalization of world trade. Economics and management organization. № 4 (44). С. 277−288. doi.org/10.31558/2307-2318.2021.4.25
Dubovyk, T. V., & Buchatska, I. O. (2017). Innovative orientation of the development of retail trade enterprises. Marketing and innovation management. № 1. С. 223–230. doi.org/10.21272/mmi.2017.1-20
Dvulit, Z., Zaverbnyi, A., & Romaniuk, A. (2021). Digitalization – an effective tool for anti-crisis business development in a pandemic. Efektyvna ekonomika, vol. 1. doi.org/10.32702/2307-2105-2021.1.5
Dyba, M. I, & Gernego, Y. O. (2018). Digitalization of the economy: world experience and opportunities for development in Ukraine. Finances of Ukraine. № 7. С. 50-63. http://nbuv.gov.ua/UJRN/Fu_2018_7_5.
Emarketer: Global Ecommerce 2020. emarketer.com/content/global-ecommerce-2020
Fanai, H., & Abbasimehr, H. (2023). A novel combined approsch based on deep Autoencoder and deep classifiers for credit card fraud detection. Expert Systems with Applications. Vol. 217. doi:10.1016/j.eswa.2023.119562
Ferencz, J. (2019). The OECD Digital Services Trade Restrictiveness Index, OECD Trade Policy Paper, No. 221, OECD Publishing, Paris. doi:10.1787/16ed2d78-en.
Formation of the internal trade system of Ukraine: theory, practice, innovations: a collective monograph / edited by V. V. Lisitsy, V. I. Misyukevich, O. M. Mykhaylenko. Poltava: PUET, 2020. 232 p.
Gartner Glossary. Energy Trading and Risk Management. URL: gartner.com/en/information-technology/glossary/energy-trading-and-risk-management-etrm
Global Risk 2019: Creating a More Digital, Resilient Bank URL: http://image-src.bcg.com/Images/BCGCreating-a-More-Digital-Resilient-Bank-Mar-2019_tcm9-217187.pdf.
Gupta, S., Kushwaha P. S., Badhera U., Chatterjee P., & Santibanez Gonzalez E.D.R. (2023). Identification of Benefits, Challenges, and Pathways in E-commerce Industries: An integrated two-phase decision-making model. Sustainable Operations and Computers. August 19, doi.org/10.1016/j.susoc.2023.08.005
Gurenko, A. V., & Gaschutina, O. E. (2018). The directions of the management systems development in the conditions of the digitalization of business in Ukraine. Economy and society, 2018, № 19: 739-745. doi.org/10.32782/2524-0072/2018-19-113
Haidukova, O. (2019). The use of electronic commerce in the sale of food industry. Ekonomika ta derzhava, vol. 8: 67-70. doi.org/10.32702/2306-6806.2019.8.67
Havrilyuk, I. I. (2023). Dynamics and trends in the development of international trade in Ukraine. Economy and society,Vol. 47: 47-33. doi.org/10.32782/2524-0072/2023-47-33
Havryliuk, O., & Bozhydarnik, T. (2020). Global pandemic: modification of consumer and e-commerce priorities under the conditions of force major. Scientific Horizons, 04 (89), 7–14. doi: 10.33249/2663-2144-2020-89-4-7-14.
Hlinenko, L.K., & Daynovskyy, Y.A. (2018). State-of art and prospects of development of Ukrainian electronic commerce. Marketing and innovation management. № 1. С. 83-102. doi: 10.21272/mmi.2018.1-06
Hryniv, V., & Klepanchuk, O. (2023). Rol investytsiinykh protsesiv u pisliavoiennii vid-budovi torhovelnoi haluzi Ukrainy [The role of investment processes in the post-war activity of the future trade gallery of Ukraine.] Modeling The Development of The Economic Systems. № 2. doi.org/10.31891/mdes/2023-8-24 (in Ukrainian).
Ince, I. & Hahn, R. (2020). How dynamic capabilities facilitate the survivability of social enterprises: A qualitative analysis of sensing and seizing capacities. Journal of Small Business Management, 6: 148-157. doi.org/10.1111/jsbm.12487
Javier López González & Janos Ferencz (2018). Digital Trade and Market Openness. OECD Trade Policy Papers, 217, OECD Publishing. doi:10.1787/1bd89c9a-uk
Jiang, J. & Qu, L. (2020). International Trade in Manufacturing: A Review and Bibliometric Analysis (1996-2020). Modern Economy, 11(5): 1064-1082. doi:10.4236/me.2020.115080
Kirzhetska, M., & Kirzhetskyy, Y. (2020). Digitization of economic processes as the directionof Ukrainian economy unshadowing. Galician economic journal (Tern.), vol. 62, № 1: 64-70. doi.org/10.33108/galicianvisnyk_tntu2020.01.064
Korobka, S. V. (2021). Digitization of entrepreneurial activity. Bulletin of Kharkiv National University named after V.N. Karazin, № 100: 88-96. doi.org/10.26565/2311-2379-2021-100-09
Korol, S. (2019). Ukraine Digitization of the Economy as Professional Development Factor. Electronic scientific publication on economic sciences “Modern Economics”, No. 18: 67-73. doi.org/10.31521/modecon.V18(2019)-11
Kraus, K. M., Kraus, N. M., & Manzhura, O. V. (2021). Electronic commerce and Internet trade: educational method. manual. Kyiv: Agrar Media Group, 454 s. doi.org/10.32750/2022-0203
Kulesha K. V., Andrushkevich Z. M., & Ostapchuk O. V. (2019). Implementation of innovative sales methods and technologies in the company’s activities. Bulletin of the Khmelnytskyi National University. Economic sciences series, № 5: 157-161. doi:10.31891/2307-5740-2019-274-5-159-163
Lapin A. V., Grinchuk I. O., & Olenyuk D. O. (2022). Digitalization of the economy in Ukraine: current state and prospects. Efficient economy. № 7. doi:10.32702/2307-2105.2022.7.22
Laumeister, G. (2014). Why Online Marketplaces Are Booming. Forbes. August 20, 2014. www.forbes.com/sites/groupthink/2014/08/20/why-online-marketplaces-are-booming/?sh=45a6b725531d
Mykolyuk, O. A., & Bobrovnyk, V. M. (2021). Enterprise management in conditions of digitalization of the economy. Bulletin of the Khmelnytskyi National University, No. 4: 142-146. doi.org/10.31891/2307-5740-2021-296-4-23
Mykolyuk, O. A., & Bobrovnyk, V. M. (2021). Enterprise management in conditions of digitalization of the economy. Bulletin of the Khmelnytskyi National University, No. 4: 142-146. doi.org/10.31891/2307-5740-2021-296-4-23.
NBU Business has worsened estimates of business activity due to losses from full-scale war. https://bank.gov.ua/ua/news
Network Readiness Index 2021. Benchmarking the Future of the Network Economy. Portulans institute. https://networkreadinessindex.org/.
On the approval of the Concept of the Development of the Digital Economy and Society of Ukraine for 2018-2020 and the approval of the plan of measures for its implementation: Decree of the Cabinet of Ministers of Ukraine dated 12.24.2018 No. 67-r. zakon.rada.gov.ua/laws/show/67-2018-%D1%80
Peshko, M., & Zaverbny, A. (2023). Digitalization of the Ukrainian economy in the conditions of European integration. Economy and society, (47). doi.org/10.32782/2524-0072/2023-47-56
Pipslow Dr. (2020). 8 Signs You’re Treating Trading As A Business. Available at: https://www.babypips.com/trading/forex-as-a-business
Polyakova, Yu. V., Novosad, Z. G., & Nagy, G. O. (2020). Innovations in trade: challenges for consumer cooperation. Pryazovsky Economic Bulletin, Vol. 1(18): С.44. doi.org/10.32840/2522-4263/2020-1-8
Post-war reconstruction of Ukraine. New markets and digital solutions. (2022). kse.ua/wp-content/uploads/2022/09/Digital-instruments-in-Ukrainian-recovery.pdf
Remnyova, L., & Zabashtanska, T. (2020). Conceptual principles of personnel training in the conditions of digital business transformation. Problems and prospects of economics and management, No. 4: 45-53. doi.org/10.25140/2411-5215-2021-1(25)-45-53
Resler, M. V., Zozuliak, M. M., Shygun, M. M., Ostapiuk, N. A., & Zayachkivska, O. V. (2019). Evaluation of innovation activity of enterprises in Ukraine. Espasios. Vol. 40 (N 34). P.20.
Rogers, K., Perez-Moino, J., Leon, H, & Poncela, A. (2021). The Fast Track to Digital Marketing Maturity. Boston Consulting Group. August. 22 p.
Sadigov, A. Sh. (2022). Marketing communications in modern conditions: theoretical issues. Economy and the state, No. 9: 63-68. doi.org/10.32702/2306-6806.2022.9.63
Scuotto, V., Serravalle, F., Murray, A., Viassone, M. (2019). The Shift towards a Digital Business Model: A Strategic Decision for the Female Entrepreneur. Women Entrepreneurs and Strategic Decision Making in the Global Economy. Hershey, PA: IGI Global.
Segal, T. (2022). Globex: What it is, How it Works, History. Investopedia. April 21. www.investopedia.com/terms/g/globex.asp
Shapovalov, M. (2023). Conceptual principles of the post-war economic recovery of Ukraine. Young scientist, vol. 6 (118): 99-104. doi.org/10.32839/2304-5809/2023-6-118-20
Shevchenko K. V. & Sager L. Yu. (2021). The influence of innovative technologies on the development of trade. Economy and society. Vol. 3. doi:10.32782/2524-0072/2021-32-111
Shlaiifer, М., & Todoschuk, А. (2022). Digitalization of the economy of Ukraine in the conditions of European integration. Economy and society, (45). doi:10.32782/2524-0072/2022-45-10
State of the economy and prospects for its recovery in 2023: Analytical report. Razumkov centre. razumkov.org.ua/images/2023/05/18/2023-MATRA-I-KVARTAL-8.pdf
The empirics of firm heterogeneity and international trade. URL: http://tuck–fac–cen.dartmouth.edu/images/uploads/faculty/ andrew–bernard/annurev_economics.pdf.
The exponential growth of mobile internet application and advancement of 3G and 4G networks is anticipated to drive the market. URL: https://www.grandviewresearch.com/industry-analysis/near-field-communication-nfc-market
Tyukha, I. V., & Ivanyna, V. O. (2020). The current state and trends in the development of Ukraine’s foreign trade. Efficient economy, No. 1. doi:10.32702/2307-2105-2020.1.80
Ukraine 2030E – a Country with a developed digital economy. Ukrainian Institute of the Future. strategy.uifuture.org/kraina-z-rozvinutoyu-cifrovoyu-ekonomikoyu.html#6-2-4
Ustenko, M. O., & Ruskykh, A. O. (2019). Digitization: the basis of enterprise competitiveness in the realities of the digital economy. Herald of the economy of transport and industry, No. 68: 181-192. doi.org/10.18664/338.47:338.45.v0i68.188288
Varga, V. P. (2020). Digitization as one of the factors of enterprise competitiveness. Efficient economy, № 8. doi.org/10.32702/2307-2105-2020.8.154
Vectors of Digital Transformation (2019). OECD Digital Economy Papers, 273. URL: doi.org/10.1787/5ade2bba-en
World ranking of digital competitiveness – IMD. imd.org/centers/world-competitiveness-center/rankings/world-digital-competitiveness/
Yatsenko, V. (2022). Digitalization – a modern factor in the development of business processes. Efektyvna ekonomika, vol. 2. doi.org/10.32702/2307-2105-2022.2.200
Yermak, S. O. (2014). Trade and technological innovations in trade at the current stage of development of Ukraine. Efficient economy. [Electronic journal]. No. 11. Access mode: http://nbuv.gov.ua/UJRN/efek_2014_11_109.
Zharnikova, V. V. (2019). Global trends and modern realities of the development of retail trade in the conditions of the digital economy. Efficient economy, № 5. doi.org/10.32702/2307-2105-2019.5.151
Zhegus, O. V., Aphanasieva, O. P., & Partsina, T. M. (2018). Peculiarities of the development of retail trade in Ukraine in conditions of digitalization. Economic strategy and prospects for the development of trade and services. Vol. 1(27): 209-220. doi.org/10.5281/zenodo.1303886
Zhosan, H. (2020). The state of digitalization development in Ukraine. Economic analysis, Vol. 30, No. 1, Part 2: 44–52. doi.org/10.35774/econa2020.01.02.044