The goals. The formation of the global information economy is closely linked to the emergence and growth of the e-commerce market. So, the goals of the article are to identify the main trends in the B2C e-commerce market in Eastern Europe and to characterize potential risks as a result of its further growth.
The article given characteristic qualitative changes in the market environment, operation and development of Ukrainian business. The attention is focused on strengthening the process of European integration, accumulation of external and internal threats, requiring significant changes in the marketing policy of companies and their activities on domestic and foreign markets. Identified causes of low efficiency of Ukrainian companies in the EU markets after entering the country for zero duties for exports.
In the article the theoretical principles and the methodological and practical recommendations to enhance the effectiveness of the economic mechanism of operation of commercial enterprises are introduced and grounded. The role and place of the economic mechanism in the economic mechanism of the enterprise is studied. The possibility of using the method of cluster analysis for evidence-based segmentation of commercial enterprises is revealed.