Abstract
The article examines the prerequisites for the activation of the marketing behavior of the enterprise on the online market, which is an urgent issue today. It was found that the introduction of new modern marketing technologies is an indispensable condition for successful promotion of products and gaining the trust of online-consumers. Considering that the volume of online sales of goods is growing every year, it is advisable to use online merchandising technologies when selling goods in online stores: make an attractive web-site design, offer convenient navigation and search, apply personalization techniques, and advertise goods and services in Internet, including using social media. It was found that one of the modern tools for promoting goods on the online market and communicating with online buyers is online merchandising – orderly placement of goods on the web-site of an online store to increase sales of goods. That is why the purpose of the article is to formulate proposals for the use of directions for the development of online merchandising in online stores to attract consumers, stimulate sales in order to activate the marketing behavior of the enterprise on the online market. With the help of an Internet survey of young people, the importance of certain criteria in online shopping was determined. Among them: personalization of offers, globalization and the possibility of delivery of goods to other countries, quality of site design, adaptation for mobile phones, interesting content (reviews, entertainment, news, breadth of assortment, recommendations of relatives, friends and users in social networks, home delivery of goods, availability of information about the product (3D visualization, convenience of purchase (quick purchase, possibility to buy 24/7), better price offer compared to competitors, availability of discounts and loyalty program, convenient navigation. Some criteria are related to online merchandising: design, web-site navigation, assortment presentation, personalization. It should be noted that international studies show additional benefits that online stores receive, using the technologies of a personalized approach: increasing sales, increasing customer loyalty. Therefore, it is advisab
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