Oleksandr Burlakov, PhD in Economic, Assistant Professor at the Department of Accounting, Taxation and E-business Technology, Higher educational institution «Podillia State University», Ukraine

ORCID ID: 0000-0003-2753-3600
e-mail: burlakovos@pdatu.edu.ua

Yuliia Voloshchuk, Doctor of Economics, Professor,Professor of the Department of Economy, Entrepreneurship, Trade and Exchange Activities, Higher educational institution «Podillia State University», Ukraine

ORCID ID: 0000-0002-5629-9502
e-mail: yuliya_kp@ukr.net

Strategic Prospects for the Management of Renewable Energy in Agriculture in the Context of European Integration

Abstract. Introduction. The paper examines the transformation opportunities for Ukrainian marketplaces, considering international experience, and formulates recommendations for adapting effective practices to enhance their competitiveness. Key aspects analyzed include technological innovations, logistics optimization, financial service expansion, and the integration of artificial intelligence.
The methodological and theoretical basis of the article comprises the works of leading foreign and domestic scholars in the fields of e-commerce, the digital economy, and marketplace business modeling. To achieve the research objectives, the following scientific methods were applied: analysis and synthesis (to generalize international experience), structural-functional analysis (to assess marketplace operational mechanisms), comparative analysis (to identify differences between Ukrainian and international platforms), and a systemic approach (to determine transformation pathways for marketplaces in Ukraine). The justification of theoretical conclusions and explanations was carried out using structural and system-functional approaches to analyzing and evaluating marketplace transformation models. The information base of the research includes scientific publications, research reports, monographs, and materials from open-access databases.

Purpose. Systematization of key challenges and opportunities for Ukrainian marketplaces in the context of international experience adaptation.

Results. A conceptual model for transforming Ukrainian marketplaces has been developed based on global best practices, incorporating artificial intelligence integration, business process automation, customer loyalty program development, and the implementation of advanced logistics technologies.

Conclusions. The obtained results can be utilized by Ukrainian marketplaces, entrepreneurs, and regulatory bodies to develop digital transformation strategies, improve the efficiency of online platforms, and enhance the regulatory framework for e-commerce.

Keywords: e-commerce; marketplac; digital transformation; artificial intelligence; logistics; financial services; online platforms.

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