USING THE INTERNATIONAL EXPERIENCE OF CASHBACK INCENTIVES FOR E-COMMERCE IN UKRAINE
Pokhylko S.
Sumy State University,
Sumy, Ukraine
s.pokhylko@finance.sumdu.edu.ua
Sumy, Ukraine
s.pokhylko@finance.sumdu.edu.ua
Eremenko A.
Sumy State University,
Sumy, Ukraine
eremenko982@ukr.net
Sumy, Ukraine
eremenko982@ukr.net
Pages: 45-54
Original language: Ukrainian
DOI: 10.21272/1817-9215.2020.1-5
Summary:
A new stage in the history of cashback began with the development of the digital economy. Thanks to modern Internet access technologies via computers and smart phones, there has been a significant increase in e-commerce and m-commerce. The article is devoted to the study of the transformation of cashback and cashback services, the analysis of domestic and foreign cashback markets. Banking institutions have issued debit and credit cards with a cashback option, online stores have acquired cashback partners, buyers use an effective tool buying online. The impact of this tool on the e-commerce development is considered. The research pays attention to intermediary organizations as participants in the relationship between a bank and a client, an online-store and a buyer. The analysis of online stores websites' functioning, that use cashback and cashback services, is carried out. The analysis of the indicators showed a growing share of e-commerce development in Ukraine and an increase in purchases by Ukrainian customers on the Internet. The study identified the lack in popularity of cashebacks and cashback services use in Ukraine. The examination of the current state of the cashback market in Ukraine has established that the range of Ukrainian cashback services is not broad. The possibility of increasing the share of online stores, which offer cashback for buying online, in Ukraine would give an impetus to extend the number of these services. A good step in this direction is to escalate the percentage of cashback buying online, uncomplicated and straightforward procedure for withdrawing funds without restrictions from cashback cards. The absence of an annual maintenance fee of cashback cards also serves to attraction new customers to the cashback services and customers to online stores. The authors give their own vision of the efficiency of measures to popularize cashback like to use the cashback mechanism launching new programs and start-ups, including at the state level, to expand the circle of banks issuing credit casheback cards. All these would contribute substantially to the electronic commerce development in Ukraine in accordance with the current state of the global economy.
Keywords:
cashback, e-commerce, cashback service, digital economy, m-commerce..
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1. Palekha Yu. I.,Horban Yu. I. (2019). Informatsiinyi biznes. [Information business]. Kyiv: Vyd-vo Lira-K [in Ukrainian].
2. Juniper Research. Available at: https://www.juniperresearch.com/resources/news (accessed 11.05.2020).
3. Savchuk T. (2020). Internet-torhivlia ta niuansy opodatkuvannia, poviazani z neiu. [Online commerce and the nuances of taxation associated with it]. Yuryst i zakon, 07. Available at: https://id-legalgroup.com/ua/novosti/internet-torgovlya-i-nuansi-nalogooblojeniya--svyazannie-s-nei----tatyana-savchyk--ayditor-ID-Legal-Group--dlya-jyrnala-urist-i-zakon (accessed 11.05.2020).
4. Neskhodovskyi I. (2019). RRO, keshbek dlia pokuptsia: navishcho potribni tsi innovatsii. [RRO, cashback for the buyer: why do we need these innovations]. LIHA.Finansy. Available at: https://rpr.org.ua/news/rro-keshbek-dlia-pokuptsia-navishcho-potribni-tsi-innovatsii/ (accessed 11.05.2020).
5. Statista's Digital Market Outlook. Available at: https://www.statista.com/outlook/247/100/furniture-appliances/worldwide (accessed 12.05.2020).
6. Hemand Joshi. (2015). Future of e-Commerce. India.
7. EVO.Business. Available at: https://evo.business/lyudi-kupuvali-bilshe-serednij-chek-zmenshivsya-vartist-dostavki-zrosla-yakim-buv-ukraїnskij-ecommerce-u-2019-roci/ (accessed 12.05.2020).
8. Shcho take keshbek? Yak pratsiuiut keshbek-servisy? [What is cashback? How do cashback services work?]. PayBack. Available at: https://payback.ua/how (accessed 12.05.2020).
9. Keshbek - shcho tse take prostymy slovamy i yaki servisy povernennia hroshei za Cash Back krashche vykorystovuvaty. [Cashback - what is it in simple words and what cashback services for Cash Back is better to use]. KtoNaNovenkogo. Available at: https://ktonanovenkogo.ru/web-obzory/keshbek-chto-eto-takoe-cash-back-servisy.html (accessed 13.05.2020).
10. Global Payment Cards Data and Forecasts to 2024. Available at: https://www.paymentscardsandmobile.com/continued-growth-in-china-cements-unionpay-as-the-worlds-largest-card-scheme/ (accessed 14.05.2020).
11. Natsionalnyi bank Ukrainy. [National Bank of Ukraine]. Available at: https://www.ukrinform.ua/rubric-economy/2651458-ukrainciv-zaklikaut-vidmovitisa-vid-gotivki.html (accessed 14.05.2020).
12. Prostobank Konsaltynh. [Prostobank Consulting]. Available at: https://bankchart.com.ua/plastikovi_kartki/statti/povernennya_chastini_vitrachenih_koshtiv_na_kartu_scho_proponuyut_banki_za_poslugoyu_cash_back (accessed 14.05.2020).
13. Keshbek bez obmezhen: yakyi bank povertaie bilshe vsikh. [Cashback without restrictions: which bank returns the most]. Minfin Ukrainy. Available at: https://minfin.com.ua/2019/02/14/36730734/ (accessed 15.05.2020).
14. Ivanov O. (2019). Keshbek bankivskoi karty. [Cashback bank card]. Beasthackerz. Available at: https://beasthackerz.ru/uk/zhestkijj-disk/chto-takoe-keshbek-i-kak-ego-poluchit-vazhnye-kriterii-pri-vybore.html
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16. Mitsutaka Hamada, Ko Hanamizu, Melvin Wo. (Eds.). (2020). СOINCOME. Distributed Cashback Service. Japan: Makers Farm Pte. Ltd.
17. Ivanenko O. (2018). Osoblyvosti natsionalnoho «keshbeku». [Features of the national "cashback"]. Biznes. Available at: https://business.ua/business/2573-osoblivosti-natsionalnogo-keshbeku (accessed 15.05.2020).
18. Leus D.V.. (2016). Teoretyko-metodychni zasady vidpovidaljnogho portfeljnogho investuvannja jak instrumentu finansovogho zabezpechennja stalogho rozvytku ekonomiky [Tekst]: zvit pro NDR (promizhnyj). [Theoretical and methodological principles of responsible portfolio investment as a tool for financial support of sustainable economic development [Text]: report on research (intermediate)]. Sumy: SumDU. Available at: https://essuir.sumdu.edu.ua/handle/123456789/67799 [in Ukrainian].
19. Kasjjanenko T.V.. (2016). Finansovo-ekonomichne obghruntuvannja ekologhichno sprjamovanogho innovacijnogho rozvytku [Tekst]: zvit pro NDR (zakljuchnyj). [Financial and economic justification of ecologically oriented innovative development [Text]: report on research (final)]. Sumy: SumDU. Available at: https://essuir.sumdu.edu.ua/handle/123456789/53268 [in Ukrainian].
20. Pokhyljko S.V. (2014). Investycijno-finansovi mekhanizmy ekologho-orijentovanogho rozvytku reghioniv [Tekst] : zvit pro NDR (zakljuchnyj). [Investment and financial mechanisms of ecologically-oriented development of regions [Text]: report on research (final)]. Sumy: SumDU. Available at: https://essuir.sumdu.edu.ua/handle/123456789/39515 [in Ukrainian].
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23. Pokhyljko S. V., Myrghorodsjka V. S. (2019). Analiz efektyvnosti nederzhavnykh pensijnykh fondiv Ukrajiny i naprjamy jiji pidvyshhennja z urakhuvannjam innovacijnykh pidkhodiv krajin JeS. [ANALYSIS OF THE PERFORMANCE OF UKRAINIAN NON-GOVERNMENTAL PENSION FUNDS AND THE WAYS TO INCREASE IT DRAWING ON EU COUNTRIES INNOVATIVE APPROACHES]. Infrastruktura rynku ,37.