Marketplace as a Digital Product Promotion Platform

Abstract

Relevance. In the modern world, digital trading platforms on the Internet are increasingly gaining relevance, this phenomenon is associated with the growth of innovation and the acceleration of the pace of life of society as a whole. To achieve maximum efficiency from sales, it is not enough for manufacturers of goods to simply have their own website. Currently, digital trading platforms or marketplaces are gaining relevance for most brands. This trend helps to ensure that companies do not miss any potential sales and maximize their profits. Such marketplaces as Wildberries, Ozon, Yandex-market are the most popular and in demand in the Russian trade market. Each trading platform offers its own methods of promotion and sale of goods, and also has various advantages and non-delivery. The purpose of the study is to study the basic principles of Russian marketplaces. Objectives: based on the analysis of the e-commerce market in Russia to identify the largest marketplaces and conduct their comparative analysis. Methodology. The research is aimed at achieving this goal and is based on a review of scientific research by both domestic and foreign marketers, as well as a statistical analysis of the functioning of online trading platforms. Results. In the course of the work, the process of sales through marketplaces was analyzed, the advantages and disadvantages of this digital platform were identified, and the process of functioning of Russian Internet trading platforms was investigated. Conclusions. The conducted research gives grounds to conclude that the marketplace is becoming the mainstream of modern trade. Analysis of current trends in the digital trade market indicates the increasing role of the marketplace, as a unique interaction environment is being created that gives equal rights and opportunities to all participants in the process, contributing to successful competition on one digital platform.