Abstract
<jats:p>The relevance of this study is due to significant changes in the structure of global retail and the rapid transition of traditional trade formats to the digital environment. Against the backdrop of post-pandemic transformation and growing geopolitical challenges, e-commerce is gaining the status of not only an additional sales channel, but also a key factor in ensuring the stability of national economies. The main goal of the work is to carry out a comparative analysis of statistical indicators of the development of the global e-commerce market and its state in Ukraine, identify the main growth factors and assess the level of adaptation of Ukrainian digital business to current crisis challenges. Analysis of global experience combined with the specifics of Ukrainian realities makes it possible to identify key development points and potential risks for business. In the research process, a complex of general scientific methods was used: theoretical generalization (to clarify the terminology), statistical and comparative analysis (to study market dynamics), as well as the method of graphical data visualization. The work included an analysis of secondary data, including reports from international analytical agencies. The induction method was also used to generalize regional trends. The article examines a number of key concepts shaping the current global marketplace. In particular, it analyzes the impact of artificial intelligence on customer experience automation, the development of mobile commerce (M-commerce), and the growing importance of social networks as independent platforms for commerce. Special attention is focused on the challenges and opportunities of adapting the Ukrainian e-commerce segment to functioning in conditions of full-scale war. This work is devoted to a comprehensive analysis of digitalization and omnichannel trends, as well as a comparison of the pace of digitalization of the Ukrainian economy with leading European countries. The research is aimed at forming the necessary basis for developing effective business scaling strategies in modern conditions.</jats:p>