Annotation: The article examined key factors affecting the functioning of the e-commerce market in Ukraine, and highlighted their specific features, in particular, examples of international institutional models of e-commerce are given. The problem of the absence of an institutional model in the legislation of Ukraine is indicated. The comparison of the share of buyers with the percentage of the population with the admission to the network by country is considered. The main characteristics of the children's toys market are singled out. The urgency of introducing modern information technologies and communication tools into business practice is substantiated. Comparison of the main characteristics of the e-commerce market development in Ukraine and Poland. Based on the studies, positive and negative components of this type of activity in Ukraine, potential risks have been established. Recommendations are given regarding the improvement of the functioning and prospects for the development of the e-commerce market, and the choice of the institutional model characteristic for the Ukrainian market.