ВИКЛИКИ ПРАВОВОГО РЕГУЛЮВАННЯ ЕЛЕКТРОННОЇ КОМЕРЦІЇ В КОНТЕКСТІ ГЛОБАЛІЗАЦІЇ ЦИФРОВОЇ ЕКОНОМІКИ.

E-commerce is a key aspect of the modern digital economy, which is actively developing in the context of globalization. The importance of e-commerce lies in its ability to promote economic growth, create new opportunities for entrepreneurship, and provide consumers with access to a wide range of goods and services. This article analyzes the legal regulation of e-commerce in the context of the globalization of the digital economy, examining the experience of countries such as the USA, Singapore, China, and the European Union. The article outlines the main principles of legal regulation of e-commerce under Ukraine's national legislation and highlights the key challenges facing legal regulation in this area. The experience of foreign countries shows that effective legal regulation of e-commerce is possible with the harmonization of legislation, enhanced protection of consumer rights and personal data, ensuring cybersecurity, and supporting innovation. The USA, Singapore, China, and the EU have different approaches to regulating e-commerce, but all aim to create a favorable legal environment for the development of this market segment. The article also examines the main features of legal relationships in the field of e-commerce, as defined by the Law of Ukraine "On E-commerce". It highlights the rights and obligations of participants in electronic transactions, the procedure for concluding electronic contracts, the protection of consumer rights and personal data, and the responsibility of participant s for non-fulfillment of their obligations. Based on the analysis of foreign experience and national legislation, recommendations are formulated for improving the legal regulation of e-commerce in Ukraine. Further research in this area may focus on studying new technological solutions and their impact on legal regulation, analyzing the effectiveness of existing legal norms, and developing recommendations for their improvement. [ABSTRACT FROM AUTHOR]