Abstract
The trend towards increased self-care for health and the emergence of new sales channels in the digital environment, which continued after the COVID-19 pandemic, have become drivers for changing the purchasing practices of Russian consumers. In Russia, there occurred an increase the demand for healthy food products including niche products, dietary supplements, sports nutrition as well as there appaeared both new opportunities and certain restrictions for their purchase on Russian online platforms – the marketplaces Yandex.Market, Ozon and Wildberries. Advertising within marketplaces helps marketeers to promote healthy food products, thereby influencing consumer choice by customer experience management. Marketing tools for customer experience management are bonus accumulating, usage of rating systems, extended selection by product categories, the ability to sort by popularity, by update, by benefit (selection by discount and price reduction), reviews, and evaluation of products by previous buyers. New sales technologies and customization of online retail bring significant changes to consumer practices.
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