DIGITAL MONETIZATION OF INTERNATIONAL TRADE THROUGH THE PRISM OF CONSUMER DECISIONS
Abstract
The article is devoted to a systematic study of the mechanisms of digital monetization of international trade and their differentiated impact on consumer decisions in the context of accelerated globalization of digital markets. The relevance of the topic is determined by the rapid expansion of global e-commerce. It is established that, according to forecasts, in 2026 its volume will exceed 6.88 trillion USD and will account for more than 20% of total global retail sales. Additional confirmation of the scale of the phenomenon is the fact that in 2024 the volume of international trade in digital services reached 4.95 trillion USD and provided 56% of global exports of services, which confirms the emergence of digital monetization beyond the boundaries of a purely technological phenomenon and its transformation into one of the leading directions of global trade. The study systematizes the main monetization models and substantiates their differentiated impact on consumer behavior in the context of cross-border digital markets. Based on the analysis of scientific achievements of domestic and foreign researchers, statistical materials of UNCTAD and the World Trade Organization, five dominant models are identified and compared, in particular, advertising, freemium, subscription, direct sales model through the marketplace and monetization of behavioral data. It is established that the freemium model functions as a tool for attracting an audience and a structural barrier to competition due to network effects. It is determined that the subscription model forms inertial loyalty through the psychological mechanisms of sunk costs and exclusivity. The multi-level nature of digital monetization is revealed, which consistently covers the levels of transaction, consumer attention, behavioral data and loyalty, each of which creates specific competitive pressure on suppliers. It is shown that algorithmic ranking systems and personalized recommendations change consumer choice into a structurally dependent variable, directly determined by the platform's monetization system. The specifics of the domestic market under martial law are substantiated and practical principles of the strategy of the digital presence of Ukrainian companies in international markets are formulated.
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