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In the context of the transformation of the global economic environment, the agricultural sector plays an important role in ensuring economic stability, food security, and the export potential of Ukraine. Agribusiness forms a significant share of the country's gross domestic product and serves as one of the main sources of foreign exchange earnings. At the same time, the development of the agricultural sector is influenced by a number of complex challenges, including military risks, climate change, disruption of logistics chains, volatility of global food markets, and limited access to financial resources. Under such conditions, the issue of effective use of the existing potential of agribusiness and the identification of priority directions for its further development becomes particularly relevant. The potential of agribusiness is formed under the influence of a combination of natural-resource, financial-economic, technological, and human factors that determine the functioning of agricultural enterprises and their competitiveness in domestic and international markets. In this regard, the study of the conditions for the formation of this potential, as well as the factors influencing the effectiveness of its realization, is of particular importance. Special attention should be paid to the role of technological changes, financial support, institutional environment, infrastructure development, and human capital in ensuring the sustainable development of the agricultural sector. The article addresses the issues of formation and development of the potential of Ukraine’s agribusiness and highlights the main factors influencing its functioning. Particular attention is paid to the analysis of internal and external conditions of agricultural enterprises, the role of technological transformation, financial support, development of logistics infrastructure, and institutional mechanisms regulating the agricultural sector. The importance of human capital development, innovation activity, and modernization of production processes for strengthening the competitiveness of agribusiness is also considered. The consideration of these issues contributes to the formation of a scientific basis for identifying strategic directions for the development of the potential of Ukraine’s agribusiness that correspond to modern economic conditions and support the effective functioning of the agricultural sector. The presented considerations may serve as a foundation for further research in the field of agricultural economics and for improving approaches to the management and development of agribusiness.