RESTRUCTURING OF THE CRM SYSTEMS MARKET IN UKRAINE AS A FACTOR OF DIGITAL BUSINESS TRANSFORMATION

Abstract

The study provides a comprehensive scholarly analysis of the theoretical foundations and practical dimensions regarding the functioning of customer relationship management (CRM) systems under current macroeconomic pressures, inflationary tendencies, and the ongoing military-political crisis in Ukraine. The paper thoroughly demonstrates that the massive migration of domestic business entities to national software alternatives is a vital strategic necessity rather than a temporary trend. This shift is crucial for mitigating operational disruptions, securing sensitive commercial data, and sustaining overall business continuity. Special emphasis is placed on the forced import substitution processes triggered by the complete evacuation of formerly dominant software products originating from the aggressor country (specifically Bitrix24 and AmoCRM) from the Ukrainian market. For a deep comparative investigation based on distinct functional, economic, and operational metrics, the authors selected six leading Ukrainian CRM platforms: KeyCRM, SalesDrive, LP-CRM, Sitniks CRM, Uspacy CRM, and KeepinCRM. By applying systemic-structural, logical, and comparative research frameworks, the study highlights the unique structural architecture of these systems, their flexible subscription models, cloud-based infrastructure (SaaS model), and their operational readiness for national commerce. Furthermore, the paper evaluates the efficiency of built-in integrations with local delivery services (Nova Poshta, Ukrposhta), banking APIs (PrivatBank, Monobank), state registers, fiscal software (PRRO), and major e-commerce marketplaces like Rozetka and Prom. The findings prove that systematic digitalization based on local cloud solutions serves as a cornerstone for overarching corporate transformation, driving routine task automation, optimizing structural costs, and enhancing market competitiveness. Finally, the paper offers practical, actionable guidelines to assist corporate managers and entrepreneurs in selecting the most appropriate CRM software tailored specifically to their industry sector and corporate operational scale.