Abstract: European integration has significantly transformed the business environment, bringing both new opportunities and challenges to businesses. The European Union (EU), with its focus on the single market, free movement of goods and services, and harmonized regulation, has created a unique environment for business.

The article explored the multifaceted consequences of Ukraine’s European integration, highlighting both the opportunities and challenges facing Ukrainian business. The article is focused on contrasting the strict obligations of EU membership with other regional trade agreements, emphasizing that geopolitical and economic dynamics require businesses to be flexible and responsive to maintain operational stability.

The main focus is made on the harmonization of Ukrainian legislation with EU norms, especially in such areas as corporate governance, intellectual property, product standards and environmental policy. The article described important legislative milestones and regulatory changes, including Ukraine’s participation in various EU programs and the adoption of laws aimed at modernizing the business environment and promoting innovation. These changes are crucial for increasing the competitiveness of Ukrainian businesses in the EU single market.

Access to finance is another important aspect that requires attention. Integration into the European market opens up avenues for obtaining funding from EU institutions, but this requires businesses to be able to navigate complex funding mechanisms and meet strict criteria. The article described the support provided to SMEs through grants and EU programs such as Horizon Europe, Creative Europe and Digital Europe, which play an important role in stimulating entrepreneurship and innovation.

The potential for increased competitiveness through access to the EU’s huge consumer market is balanced by challenges arising from regulatory differences and increased competition. Businesses need to strategically navigate these complexities using market information, partnerships, and innovative approaches to capitalize on trade opportunities.

The study suggested several strategies that Ukrainian enterprises should be guided by, namely: using EU opportunities (financing, grants, cooperation programs); establishing partnerships with European companies; adaptation to EU norms and standards; digital transformation; innovation and research; improving corporate governance; applying the principles of sustainable development; and increasing competitiveness.

It is emphasized that Ukraine’s European integration is a dynamic process with significant benefits and significant obstacles, which requires a proactive and strategic business approach to develop in this changing environment.