**4. Discussion**

Global experience has shown that companies in the sharing economy are achieving international success at an unprecedented rate. In developing countries, with the introduction of Internet technologies, the problem of limited resources and the production of substandard goods contribute to the introduction of sharing and the circular economy. However, the overproduction and insecurity of local producers pose a problem for entrepreneurs. The transformation of the economic system is slow in the post-Soviet countries, while Internet services are developing rapidly, but this is leading to Internet fraud and poor-quality services [43,44].

Urbanization processes also contribute to the development of sharing by reducing the distance and increasing access to rental goods, which should be studied in the time interval to analyze other trends.

The choice of a specific strategy for different activities primarily depends on the company's management and the government, although global trends have an increasing impact on the results. The rapid development of technology makes it necessary to evaluate the financial situation and choose the most convenient ways of developing the company. In this case, it is more convenient to adapt the experience of other companies and adapt to their interests. As sharing has a resource-saving effect, except the economic one, it should be adopted in all countries where it is possible to increase the product life span. In Ukraine, the widespread use of sharing can be prevented by insufficient financial resources of the population, the absence of the Internet and the out-of-date way of thinking among residents above 60 years of age. The concept of doing business in Ukraine and most post-Soviet countries is still based on maximizing profits in any way. At the same time, European trends focus on other areas, including the environment, used to improve the welfare of the population. All of this affects projects implemented in developing countries where short-term business models prevail and the anthropogenic impact increases, which will lead to the point of no return and the rapid shift to the sharing economy and reuse of goods and resources in the future [45].

As the problem of nature conservation and reduction of non-environmental production capacity with a simultaneous increase in products sold on the market is relevant and has a cumulative effect, this research has prospects for further improvement. The adoption of the sharing economy is dynamic due to the development of innovations that affect all processes of human life. The imbalance between human beings and the environment increases, and the risks grow. Therefore, the discussion of this topic is promising in further research.
