DIGITAL TRANSFORMATION AND PROSPECTS FOR THE DEVELOPMENT OF B2B SERVICES IN RUSSIA

Abstract

The development of the modern sector of the professional goods and services market (Business-to-Business, B2B) is influenced by various conjuncture-forming factors, both positive, such as the digitalization of the economy, and negative (geopolitical realities and logistical constraints). The article presents statistical confirmation of business activity in the industry under study. The authors clarified the definition of a B2B service, as well as the distinctive features of the functioning of the B2B segment. The position in the discussion regarding the scope of the B2B designation is indicated in terms of such parameters as the specifics of the transactions being concluded, the presence on social networks, the sales channels used and the possibilities of personification of the service. The business model of the B2B service is visualized, reflecting the directions of interaction between the subjects of the B2B segments of the markets of goods and services. The main market trends are described, following which will allow B2B segment players to adapt to modern business realities, significantly increase their competitiveness due to the increased development of digital activity and the use of various tools that improve the quality of B2B service.