Regulation of e-commerce in a globalising world: challenges and opportunities

Introduction: the rapid pace of technological development and the growing influence of the Internet on commercial relations require constant upgrading of the legal framework to protect consumers, ensure a competitive environment for business and combat cybercrime. Therefore, to effectively use the opportunities offered by e-commerce, adequate regulation is required to ensure a balance between the interests of businesses, consumers and the state. Objectives: the study aims to analyse the problems of e-commerce regulation in the context of globalisation, identify key challenges and opportunities, and determine mechanisms to improve their effectiveness. Method: the paper examines the theoretical aspects of e-commerce and its role in the digital economy by analysing the literature. Additionally, generalisation and systematisation methods were applied to summarise information on the importance of e-commerce in business processes. The statistical data analysis assessed the development dynamics of the global and Ukrainian e-commerce markets. Furthermore, a comparative analysis was conducted to identify this sector's global trends and develop corresponding development strategies. Results: the study indicates that e-commerce plays a crucial role in the success of companies on a global scale. This distribution channel enables businesses to expand their global presence and enhance competitiveness. The study indicates that e-commerce plays a crucial role in the success of companies on a global scale. Conclusions: e-commerce has become a crucial aspect of global retail, enabling consumers to shop digitally anywhere. The Ukrainian e-commerce market is rapidly evolving, adapting to technological advancements and changing consumer demands