The purpose of the study is to provide theoretical justification and practical analysis of the problems of state regulation of the electronic payments market in Ukraine, taking into account modern trends in the digitalization of the financial sector. Methodology. The research methodology is based on a comprehensive approach that combines the analysis of regulatory and legal acts, comparative analysis, a system approach, the method of expert assessments and the analytical method, which ensures the complexity of the approach and the reproducibility of the results. Results. As a result of the study, a number of problems were identified that limit the effective development of the electronic payments market in Ukraine, including the imperfection of the regulatory and legal framework, which does not fully meet the modern requirements of the digital economy and European standards in the field of financial technologies. It is proven that a low level of cybersecurity is a significant threat to the functioning of payment systems. It is substantiated that the fragmentation of the electronic payments market, where there are numerous payment systems operating according to different standards, complicates their integration and interaction, and also reduces the level of competitiveness. The focus is on the low level of innovation in the development of new financial products and payment instruments. The scientific novelty of the article lies in the comprehensive study of state regulation of the electronic payments market in Ukraine, taking into account legislative changes, international standards (PSD2/PSD3) and the interaction of key market participants. For the first time, gaps in regulatory coordination and technological development have been systematically assessed, and specific practical measures have been proposed with the identification of responsible entities and expected effects. The practical significance of the article lies in the development of specific recommendations for improving the mechanisms of state regulation of the electronic payments market in Ukraine, which can be used by state authorities to form an effective regulatory policy, as well as by financial institutions to adapt to modern requirements for security, innovation and transparency of payment services.
Квасній et al. (Sat,) studied this question.