Abstract:
The article explores the main factors influencing the development of e-commerce and the challenges faced in this process. It proposes a system of 9 additional criteria for assessing the quality and convenience of e-commerce in differentcountries: 1) infrastructure, 2) healthcare services, 3) housing, 4) small and medium-sized businesses, 5) climate, 6) consumer basket, 7) taxes and fines, 8) degree of citizen freedom, and 9) right to information. A comparative analysis of e-commerce in Germany and Ukraine was conducted using this system, focusing on its state, convenience, profitability, and growth prospects. The analysis was informed by personal experience living in both countries, with experts evaluating the criteria and assigning specific “weights” to each. After normalizing the evaluations and weights through the weighted averaging method, overall quality criteria for e-commerce in each country were established. The results show that e-commerce is more attractive in Ukraine due to lower taxes, greater business freedom, better mobile connectivity, and faster Internet delivery compared to Germany. The article suggests extending this comparison to other Western European countries, using the proposed methods. It also highlights the importance of practical experience for researchers, stressing the need for extended living and working experience in the countries under study to ensure accurate results.
