MARKETPLACES RESEARCH IN RUSSIA: RESULTS AND TRENDS

Abstract

This article explores marketplaces as a tool for digitalizing sales of goods and services. Currently, there is a rapid growth of online commerce. Huge network opportunities also mean changes in marketing and product promotion technology. The development of services provided via the Internet makes fundamental changes in the technology of sales, in the promotion of goods to end users. The article provides an overview of Russian marketplaces based on the results of the first half of 2023, a comparative analysis with the identification of key characteristics of the largest online platforms: Wildberries, Ozon, AliExpress, etc. The results of a sociological survey to identify consumer preferences when choosing a marketplace are presented. As a methodological basis, the author studied the latest theoretical studies of Russian researchers in the field of e-commerce, and the practical base - statistical data of consumer behavior in Russia and research in the field of Internet marketing for the previous 2-3 years. The results of the analysis can be used in the process of developing and implementing a sales policy for Russian and foreign retailers. As a result of the study, it was concluded that the business model is promising, provided that competitive advantages are created for each marketplace.