Economic and Legal Perspective of Safe and Secure E Commerce Development

Abstract. Currently, the e-commerce industry is one of the fastest-growing branches of trade. Even the Ukrainian army utilizes e-commerce in logistic gamification, where armament supplies are granted according to the number of enemies killed. Enterprises that develop their own e-commerce models aim to enhance their economic potential. New trends in e-commerce have a significant impact on the dynamics of online product and service sales, as well as on strengthening their competitive position. Improving a sales process, aiming to attract the largest possible number of clients, involves leveraging key e-commerce trends such as omnichannel, personalization, m-commerce, social selling, and content marketing informed by Big Data. The dynamics of e-commerce development also pertain to legal regulations, including norms of common international law, EU law, and national law. The objective of this paper is to indicate economic and legal conditions from the perspective of e-commerce development.