СПОСОБИ ПІДВИЩЕННЯ РИНКОВОЇ ВАРТОСТІ КОМПАНІЇ ПЕРЕД ПРОДАЖЕМ

Abstract

More and more companies are using digital sales channels, one of which is Amazon’s e-marketplace. The benefits of the e-marketplace are intensifying the use of the digital platform as a sales channel by multiple businesses forming a pool of assets in a virtual environment. E-marketplace assets are attractive to investors in terms of growing sales dynamics and profitability. Investing in assets in electronic markets is becoming increasingly popular, which drives the need for valuation of companies. Therefore, business valuation and formation, increasing the market value of the company in the electronic market is a relevant research problem. The purpose of the article was to identify ways to increase the market value of a company in the electronic marketplace prior to sale. The market value of a company in a virtual environment is defined as investors’ expectations of future cash flows and profitability over a certain planning period. In the electronic marketplace, a company’s value is determined through factors of its formation, the main of which is the stability of income and net profit over the past 6–12 months. The study identified factors for assessing the current value of the company in the electronic market and ways to increase the value of the company. The formula for calculating the market value based on the multiplier, including the factors of market value formation, is proposed. Considered the main floor of the profit and loss statement of the company, which operates in the electronic marketplace Amazon, as the main source for determining the value of the business. It was revealed that the multiplier of the company’s valuation is built on the main factors of growth, at the same time acting as ways to increase the value of the business. These ways include: e-marketplace brand registration to control listings and protect intellectual property rights; product diversification to reduce risk; outsourcing operations to reduce labor costs and focus on strategic product value tools; creating a secure supply chain to build company security and reliability; using social media as a way to build a brand that customers trust; developing and optimizing a recall system, about Theoretical and practical value of the study lies in the substantiation of the main ways of increasing the market value when selling a company in the electronic market.