Analysis of the implementation of innovative methods of product promotion in the e-commerce sector of Ukraine

Abstract

In the current conditions of globalization and digital transformation of the market, e-commerce is becoming an important tool for achieving competitive advantages and business development. Innovative methods of product promotion in e-commerce play a key role in attracting new customers, increasing sales and increasing consumer loyalty. The purpose of the article: to investigate innovative methods of product promotion in the conditions of the development of Ukrainian e-commerce. Methods. The study used methods of critical analysis of scientific sources (to study modern methods of promotion), synthesis (to summarize the data obtained and formulate conclusions), tabular and graphical representation (to visualize information), as well as the method of scientific abstraction (for theoretical generalization of results). Results. It was established that online trading is a type of e-commerce in which the buyer places an order for goods through the seller's website. This type of trade can be carried out both directly by manufacturers and by intermediaries – distributors or trading companies. It is noted that the Ukrainian e-commerce market demonstrates a steady trend towards the gradual transformation of business from traditional forms to digital ones. The attractiveness of this segment is due to the relatively low entry threshold and wide opportunities for scaling and dynamic development. The results of the study show that innovative methods of product promotion in Ukrainian e-commerce open up new horizons for business, allowing not only to increase profits, but also to form a modern, flexible and customer-oriented brand. Despite the existing barriers, the trends indicate a gradual transformation towards a high-tech, competitive digital market. Conclusions. Thus, the use of innovative approaches to product promotion allows enterprises to achieve a significant increase in the effectiveness of marketing campaigns, reduces advertising costs and improves interaction with end consumers. Also, the integration of the latest technologies allows companies to more accurately predict consumer needs and quickly adapt their strategies to changing market conditions.