Year-end Sale % OFF 
Abstract
The article considers the role of the Internet as one of the channels for promoting products. The article is aimed at developing practical recommendations as to the organization of communication policy on the Internet through the creation of an online store, sales via marketplaces, also with the use of cashback. Modern trends of e-business are generalized, characterizations of online trading, its advantages for buyers and sellers are provided. It is proposed to organize interaction with customers in two sectors: marketplace and online store. The main features of the marketplace and the online store (from the point of view of sellers / suppliers) are systematized: the main goal, participants, interaction with buyers, the need to create a website, functionality, creating a profile, control, product range, price regulation, advertising costs, working conditions, earnings, the ability to develop systems of repeated sales, the number of sellers. The main disadvantages in operating a marketplace and an online store (either from the point of view of sellers or from the point of view of buyers) are considered. The article generalizes the procedure for organizing a communicative policy on the Internet (through the store’s website), which envisages: creating an online store, interacting with customers through the online store sales. The procedure for organizing a communicative policy on the Internet (through the marketplace) is described, including: entering the marketplace, selling products to buyers, paying a commission for the products sold and paying a standard monthly fee for using the platform. It is recommended to form a communication policy using the cashback service and the following technology: registration in the cashback service, carrying out the purchase of products through the cashback service catalog (by links), transferring data about the purchase of an online store or marketplace, payment of cashback service commission, payment of cashback to the buyer. The main shortcomings of cashback (from the point of view of sellers and from the point of view of cashback services) are considered, which include the taxation of cashback in the amount of 19.5% for individuals and VAT, provided that both participants of the bonus program are legal entities. The main disadvantages of cashback from the position of buyers are considered.
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