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International Journal of Information Engineering and Electronic Business (IJIEEB)

IJIEEB Vol. 18, No. 5, 8 Oct. 2026

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AI Adoption and E-Commerce Development in SMEs: Comparative Evidence from the EU and Ukraine

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Author(s)

Hassan Ali Al-Ababneh 1,* Amet Liumanov 2 Mykyta Artemchuk 3 Yevhenii Kolomiiets 4 Andrey Skrylnik 5

1. Department of Electronic Marketing and Social Media, Faculty of Economics and Administrative Sciences, Zarqa University, Zarqa 13132, Jordan

2. Department of Entrepreneurship and Business, Kyiv National University of Technology and Design, Mala Shyianovska (Nemyrovycha-Danchenka) Str., 2, Kyiv, Ukraine

3. Prom.ua, Kharkivske Shose 201/203, Kyiv, Ukraine

4. Department of Public Administration, Interregional Academy of Personnel Management, Frometivska Str., 2, Kyiv, Ukraine

5. Department of Economics, Entrepreneurship and Marketing; Department of Finance, Banking and Taxation, Educational and Research Institute of Finance, Economics, Management and Law National University «Yuri Kondratyuk Poltava Polytechnic», Vitaliya Hrytsaye

* Corresponding author.

DOI: https://doi.org/10.5815/ijieeb.2026.05.01

Received: 24 Feb. 2026 / Revised: 7 May 0269 / Accepted: 29 Jun. 2026 / Published: 8 Oct. 2026

Index Terms

Digital Transformation, Index Analysis, Demand Personalization, Digital Business Maturity, Online Market, Innovative Technologies.

Abstract

Artificial intelligence (AI) is increasingly associated with changes in e-commerce development, including demand generation, operational processes, and consumer interaction. The aim of the article is to examine and quantify the relationship between AI adoption and e-commerce development in 2023–2025 in an international context, with an emphasis on Ukraine’s position among European markets. The methodological framework of the study is a quantitative comparative analysis of data for Germany, France, Italy, Spain, Poland, the Netherlands, and Ukraine. An integral E-Commerce Index and an AI Adoption Index were created based on statistical sources, which were normalized in the range from 0 to 1. The hypothesis was tested by using correlation and regression analysis, as well as clustering of countries by a combination of e-commerce and AI maturity levels. Given the correlational design of the study, the findings are interpreted as evidence of statistical association rather than causation. The results show a persistent positive and statistically significant relationship between the AI adoption and the development of e-commerce levels. The leaders in terms of the AI Adoption Index are the Netherlands (0.88) and Germany (0.85), while Ukraine demonstrates the earliest phase of integration (0.25). The findings suggest that AI adoption is a significant correlate of e-commerce development rather than merely an auxiliary technological feature. The practical value of the results is the possibility of their use for building state policy of digital transformation and business strategies in the context of international competition.

Cite This Paper

Hassan Ali Al-Ababneh, Amet Liumanov, Mykyta Artemchuk, Yevhenii Kolomiiets, Andrey Skrylnik, "AI Adoption and E-Commerce Development in SMEs: Comparative Evidence from the EU and Ukraine", International Journal of Information Engineering and Electronic Business(IJIEEB), Vol.18, No.5, pp. 1-13, 2026. DOI:10.5815/ijieeb.2026.05.01

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