THE IMPACT OF GLOBAL ECONOMIC TRENDS ON THE FOREIGN ECONOMIC ACTIVITY OF TRADING ENTERPRISES IN UKRAINE

Abstract

The article examines the impact of global economic trends on the foreign economic activity of trading enterprises in Ukraine. The main challenges and opportunities for adaptation to changes in the world economy are identified. The key global factors that influence foreign economic activity are considered. The key aspects of the impact on the foreign economic activity of trading enterprises are: growing protectionism and changes in the trade policies of leading world economies; strengthening trade barriers and features of economic nationalism; geopolitical instability and macroeconomic challenges, such as changes in global supply chains, affecting logistics costs and delivery times; global environmental changes and environmental initiatives in the context of green transformation and sustainable development standards; digitalization and the development of new technologies that continue to change the nature of international trade. The use of artificial intelligence, automation and the transition to digital platforms open up new opportunities for Ukrainian trading companies in the field of export of services and IT solutions. At the same time, this requires significant investments in modernization and adaptation to new standards. The dynamics of Ukraine's foreign trade in 2021-2024, changes in export volumes, imports and the structure of foreign direct investment are analyzed. This provides an assessment of the consequences of changes in the international environment for Ukrainian trading enterprises, which allows using key challenges and prospects for the development of foreign economic activity. The possibility of flexible management of foreign economic activity to increase the competitiveness of trading enterprises is substantiated. Strategic directions for adapting business to modern global challenges are proposed and their prospects are determined. It is concluded that the development of foreign economic activity of Ukrainian trading enterprises depends on an effective response to global economic trends, which will contribute to their integration into the world economy and increase the overall economic stability of the country.