Abstract
Nowadays in line with traditional off-line trade e-trade develops fast enough. Today’s customers show higher interest and loyalty to marketplaces. The goal of the article is to investigate new institutions being formed on the trade landscape, to analyze standing and current trends and factors influencing the development of shopping malls and marketplaces. The author’s hypothesis implies that in present conditions of trade development marketplaces act as an alternative and key competitors to shopping malls, as earlier shopping malls themselves became an alternative to department stores. Today we can observe that a certain part of customers and purchases leave off-line and choose on-line due to economic, social and geo-political reasons. It was promoted by digital technologies, COVID-19 pandemic and its after-effects, changes in customer behavior model, impact of sanction pressure on consumer market and so on. The author supposes that in case the current trend of fast growth of e-trade continuous (including marketplaces), by 2027 no less than 45% of all purchases will be done at marketplaces, while the share of traditional trade will drop and the role of shopping mall will reduce.
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