Роль електронної комерції в розвитку ринку праці в умовах пандемії COVID-19

Macroeconomic stability in general and the labor market, in particular, are facing considerable turbulence in the socio-economic environment. A clear manifestation of turbulence is the one-time shock of the COVID-19 pandemic and the systemic technological progress manifested in the development of e-commerce. The intersection of the COVID-19 pandemic impact and the establishment of e-commerce as an integral part of the current state of the socio-economic environment has a significant impact on the labor market. The purpose of the paper is to identify the role of e-commerce in the qualitative and quantitative trends of the labor market in the context of the socio-economic challenges of the COVID-19 pandemic. The paper examines opportunities and threats to the e-commerce sector's development in the labor market context. The context of the e-commerce development from the point of view of large technology companies is outlined. Analysis of European e-commerce development dynamics, the level of digital business capabilities, and adaptation to changes under the COVID-19 pandemic was carried out. The need to minimize the negative impact on vulnerable groups in the labor market is emphasized. In the context of e-commerce development and the labor market evolvement under the COVID-19 pandemic, an example of the e-commerce market development for Amazon is given. The problems caused by the development strategies of large technology companies in the e-commerce sector are outlined using the example of Amazon. The importance of an integrated approach to employment under the challenges of the pandemic was emphasized. As part of the labor market`s activation due to digitalization, a comprehensive approach to working with target groups of stakeholders in terms of educational programs, protection of the rights of employees, minimization of the negative impact on vulnerable groups in the labor market is proposed. Prospects for further research include the study of socio-economic restrictions of the pandemic in the context of the development of the network economy and electronic commerce, as well as modeling and adaptation of the experience of implementing pandemic restrictions in future situations of socio-economic turbulence in the labor market.