The dissertation reveals theoretical and scientific-methodical approaches to the management of logistics activities at the e-commerce enterprise. The rapid development of information technology and means of communication, especially electronic networks, has given a powerful impetus to the formation of a new environment, the activity of formation and intensity of which has become an important feature of modern trade. In conditions of unpredictable and uncertain demand, companies are forced to change business models, which requires the introduction of new technologies and the transfer of certain business processes to the online space. There is a need to transform the logistics activities of e-commerce enterprises. The object of research is the process of managing the logistics activities of the e-commerce company. The subject of the research is the solution of theoretical, scientific-methodical and practical problems of management of logistic activity of e-commerce enterprises in the market of home appliances and electronics. It is proposed to define the essence of the concept of «e-commerce enterprise», which, in contrast to the existing ones, consists in interpreting it as a business entity that acquires rights and responsibilities for full-fledged business activity in accordance with the legislation of Ukraine through conducting electronic transactions with using information and telecommunication systems. The classification of e-commerce enterprises of the B2C (business-to-consumer) model is offered, which makes it possible to determine the sales channels of the enterprise. A scientific-theoretical approach to defining the essence of the concept of «logistics activities of e-commerce» is offered, which differs from the existing concepts. It is defined as the functioning of the processes of material, intangible, information, financial flows in the enterprise, whose economic activities are carried out remotely by electronic transactions using information and telecommunication systems. Based on the analysis of the essence of the concept of «logistics activities of e-commerce» defined the concept of «management of logistics activities of trade». An improved list of types of organization of logistics activities of e-commerce enterprises, taking into account the subjects of logistics operations is proposed. In compliance with the results of the study of the logistics activities of online trade enterprises, it is determined that today in terms of customer orientation and competitive market environment, the provision of logistics services deserves special attention. The peculiarities of logistics management of e-commerce enterprises specializing in the sale of household appliances and electronics are analyzed. The shortcomings are identified and overcome by introducing effective diagnostics of the state of logistics management of the e-commerce enterprise, which allows to quickly adjust the activities and find options for future vectors of development in conditions of uncertainty,which will define the cross-functionality of logistics business processes not as autonomous processes. The decomposition of business processes of logistics activity of the e-commerce enterprise with the use of the ERwin software product is offered, taking into account the peculiarities of doing business of the B2C model remotely. The CRASH goal-setting model has been developed, which allows determining the expediency of providing support for management decisions in real-time at the stage of planning the logistics activities of an e-commerce enterprise. The method of evaluating the effectiveness and efficiency of logistics management of e-commerce enterprises has been improved and an integrated approach to its evaluation based on the definition of indicators of information, service and environmental logistics is proposed. Generalizations, proposals and recommendations proposed in the dissertation research, has been brought and implemented to the level of specific methods and recommendations for the management of logistics activities of e-commerce.
