Дослідження трансформацій ринку CRM-систем в Україні: аналіз вітчизняних рішень в умовах геополітичних викликів
Year: 2026
Type: article
Abstract: The article analyzes the transformation of the Ukrainian CRM market under conditions of forced rejection of software originating from the aggressor state. Particular attention is paid to the migration processes of domestic businesses from russian CRM platforms (Bitrix24, AmoCRM) during 2022–2025. The study identifies key factors that stimulated this transition, including data security risks, regulatory restrictions, and the need for technological independence. A comparative analysis of leading Ukrainian CRM solutions (Creatio, SalesDrive, KeepinCRM, NetHunt) is conducted, focusing on their functional differentiation, industry specialization, and adaptability to various business models. The research highlights a clear segmentation of the market, where different systems are optimized for specific use cases, such as e-commerce, B2B communications, small and medium-sized enterprises, and enterprise-level process management. The role of artificial intelligence technologies in the evolution of CRM systems is examined, with particular emphasis on No-Code AI and Generative AI (GenAI). These technologies enhance automation, enable predictive analytics, and improve customer interaction management, thereby transforming CRM systems into intelligent decision-support tools. The findings demonstrate that the transition to national digital solutions is not only a matter of information security but also a driver of business efficiency. This is обусловлено глибокою інтеграцією українських CRM із локальними сервісами, including digital fiscalization tools (pRRO), logistics providers, and e-commerce platforms, which significantly improves operational performance. The study concludes that the Ukrainian CRM market has undergone structural transformation and demonstrates high adaptability, innovation capacity, and growth potential. Ukrainian solutions are competitive in terms of functionality and cost-effectiveness, creating opportunities for further development and international expansion.
Institution: Odesa I. I. Mechnikov National University
Language: Ukrainian
Subfield: Strategy and Management
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W7203812952