СТРАТЕГИИ УПРАВЛЕНИЯ СОВРЕМЕННЫМИ МАРКЕТПЛЕЙСАМИ В РОССИИ

Abstract

Online trading in Russia is increasing its growth rate mainly due to marketplaces. Having received a boost during the pandemic, marketplaces continue to attract buyers and sellers. The number of transactions on marketplaces increased by 63% in 2023 alone. Customers are still using their services, increasing the number of options used, ranging from online trade leaders to niche marketplaces. The article is devoted to the study of strategies for managing marketplaces in Russia, in particular, the strategies implemented throughout the history of the existence of marketplaces in the country. The marketplace is studied from the point of view of a unique business model for the formation and effective functioning of the online environment necessary to achieve the goals of sellers, buyers and the online trading platform itself. The marketplace, acting as a trading platform, coordinates and regulates the purchase and sale processes, as well as provides sellers with analytical tools to manage their product offerings and sales. For buyers, the marketplace is a huge selection of goods, the ability to conveniently search, purchase discounted goods and deliver goods. The purpose of the study was to identify the strategy of managing marketplaces in modern conditions of constant dynamics of the external environment, using the specifics of the online platform and new opportunities of digital technologies. For universal and niche marketplaces, giants and newcomers, management without digital technologies is basically impossible. The very format of the online platform determines how to build strategies for managing marketplaces, taking into account the opportunities provided by information technology and artificial intelligence. They are the ones who set the strategic direction for the development of marketplaces in Russia.