Антикризисные тренды рынка FMCG в период пандемии: e-grocery, маркетплейсы, цифровые технологии

Abstract

While studying the structure of the Russian FMCG market, the authors conclude that the crisis has provoked the emergence and rapid development of a new area of interaction between retailers and large chain stores e-commerce with consumers in the FMCG segment. Three main trends in this process are identified: e-grocery, marketplaces and digital technology. The authors describe the omnichannel model of sales technology in the FMCG sector and define it as the most effective for retailers using online stores and marketplaces.