Problematic aspects of the development of supply chains in the e-commerce market in the context of multi-channel retail

Abstract

The development of e-commerce in recent years is associated with the coronavirus pandemic and the reduction in retail trade during the quarantine period. Multi-channel retail, in addition to e-commerce, includes both online and offline stores, mobile commerce and other ways of selling and delivering goods and services to consumers. The purpose of this article is to analyze the problems in the development of supply chains in the conditions of multi-channel retail in the world and Kazakhstan markets. The idea of the study is to consider the main problems of e-commerce in the context of multi-channel retail. The scientific significance of the study lies in the study of the factors of development of e-commerce in the context of multi-channel retail. The practical significance of the study is determined by the results of data analysis on the most problematic aspects of e-commerce in a multi-channel retail environment. The research methodology is presented by systematization and hypothetical assumptions, in accordance with which the ways of development of multi-channel retail were determined. The main results of the study are shown in the conclusions and given in the recommendations.