E-commerce Promotion: How Advertising Affects Sales and Consumer Behavior

Abstract

The study aims to highlight the theoretical and practical aspects of promoting e-commerce, using the e-commerce markets of the USA and Ukraine as examples. The research utilized the following materials: 1) works by Ukrainian and foreign scholars studying e-commerce promotion and advertising, digital advertising tools, etc.; 2) reports from global consulting companies such as Sellers Commerce, Mobiloud, Publift, and Statista. To achieve the research objectives, the following scientific methods were applied: methods of schematic and graphical data representation (for visualizing the theoretical and practical foundations of the research, such as the ranking of the world's leading countries by e-commerce volume, the dynamics of the number of buyers in the USA on different social platforms from 2019 to 2025, and digital advertising spending in Ukraine from 2019 to 2024); the method of logical generalization of results (for formulating conclusions); methods of systematization and comparison, induction, and deduction. The study revealed that modern e-commerce advertising methods include various tools such as personalized advertising, social media advertising, context-based advertising, video advertising, search engine marketing (SEM), retargeting, mobile app advertising, artificial intelligence for advertising, and gamification. It was determined that each of these tools has its features and advantages, and their integration allows for creating a comprehensive advertising strategy that enhances the effectiveness of advertising campaigns. The e-commerce market in the USA was analyzed, and the leading advertising methods were identified, including digital advertising, search engine marketing, social media targeting, and video advertising. The importance of using campaign automation and artificial intelligence technologies, which optimize processes and enhance the personalization of advertising materials, was emphasized. The differences in approaches to e-commerce advertising in Ukraine were substantiated, focusing more on integrating advertising into mobile apps and payment systems. Based on the analysis, it was concluded that although advertising technologies in Ukraine are still developing, new tools are gradually gaining popularity, indicating the growing similarity of the Ukrainian market to advanced international practices.