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Distribution of insurance services online is practically possible only with respect to unified and simple products. The most massive of them is civil liability insurance of vehicle owners, the terms of which are unified by the state, which allows treating this insurance product as optimal for distribution through the Internet. Such a distribution can significantly reduce the cost of acquiring and servicing this insurance service, which is an additional element of competition for insurance companies. In this paper, the dynamics of Internet access in Ukraine and Poland was investigated. The relationship between the internationalization of Poland and the share of insurance premiums received from online sales in the total number of insurance premiums of non-life companies is determined. The purpose of the research is: substantiation of the distribution potential of civil liability insurance of vehicle owners through the Internet in Ukraine. Method (methodology). In order to realize this purpose, the existing state of online sales of risk insurance services in the Republic of Poland is analysed. For analysis, in particular, methods of analysis of dynamics and correlation were applied. Empirical studies use statistics from MTIBU, KNF, GUS, Internet Live Stats, and KPMG reports. Results. It is substantiated that the growth of sales of insurance through the Internet correlates in geometric progression with the index of internetization. It is determined that in addition to the technical component of distribution through the Internet, a regulatory and legal component plays an important role. The practice of distributing online services of insurance of civil liability of vehicle owners substantiated the need for substantial elaboration of the Ukrainian legislation in the sphere of protection of client interests in such transactions. Practical implications. Taking into account the research results, it is proposed to significantly elaborate the mobile applications of insurance companies, both in Ukraine and Poland in order to ensure the supply appropriate for the countries of Western Europe. The necessity of substantive reform of the current legislation in order to bring it closer to the EU standards, namely, in accordance with the Insurance Distribution Directive, as was the case in Poland, is determined. Value/originality. For the first time, there was a study of opportunities for online distribution of insurance products in Ukraine, which became legally possible from February 2018. Based on the dynamics of the dependence between internetization and online sales of insurance products in Poland, significant prospects for this distribution channel are determined.

ONLINE DISTRIBUTION OF INSURANCE OF CIVIL LIABILITY OF OWNERS OF VEHICLES, THE EXPERIENCE OF POLAND, OPPORTUNITIES OF UKRAINE