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TAXATION PECULIARITIES OF E-COMMERCE MARKET PLAYERS
Authors: Т. Zatonatska, Doctor of Sciences, Associate Professor, О. Melnychuk, PhD student Taras Shevchenko National University of Kyiv, Кyiv, Ukraine

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The article carried out with complex overview of tax regulation approaches of e-Commerce market, the features of international practices of
taxation are revealed, in particular, EU countries, USA, China, etc. The nature and characteristics of e-Commerce market tax regulation is also
revealed by international organizations, in particular, the OECD .It is provided with the best practices of leading countries in the sphere of eCommerce
market tax regulation and those which are the most appropriate for implementation in Ukraine are singled out. Based on experience of
EU countries, USA and China the necessity of improving tax system is justified. It is provided with recommendations of tax regulation improvement
in respect of a such groups of e-Commerce market subjects as "Producers" and "Intermediaries". Moreover it is determined with the most priority
recommendations for implementation, in particular, tax-free period for hosting providers, the exemption of income tax for Internet retail trade
enterprises and increase the maximum level of duty-free import of goods to Ukraine. Expected predicted effects are provided from implementation
of such measures, the main of which are legalization, increasing the number of employees, attracting the world leaders of e-Commerce market to
the domestic market, innovation incentives for market development and the intensification of cross-border trade.