Product range management of online stores in the conditions of COVID-19

Abstract

The article considers the current problem of improving the product range of online store in COVID-19 conditions. There is a steady tendency to increase the share of e-commerce in the global volume of retail trade, the level of visits to online stores. It was found that the system of product range management includes such organizational activities as planning (market analysis, range formation, planning of sales and logistics); organization (organization of order processing, analysis of the effectiveness of Internet commerce); control (monitoring the implementation of key performance indicators (KPI), assessment of the impact of product structure to achieve KPI, adjusting the assortment). In the near future, assortment management in online stores will be affected by such factors as increased demand, the uncertainty of the business environment, increased requirements for the quality of goods and their delivery, the complexity of delivery of goods, especially export goods. To adapt to external conditions, to ensure competitiveness in the long term, it is important to apply strategic and operational management tools. Strategic tools provide for long-term planning based on actual statistical and analytical data of activities and market development. Such tools should be the following: developing a strategy for adapting the nomenclature according to the dynamics of the market, justification of procedures for bringing the interface of the online store, the introduction of a flexible management strategy in terms of structural changes in the product range. In modern conditions the tools of operational management of the online store should be aimed at operational improvement of the range: to reject and/or replace products with low demand, improve customer perception of the goods offered by classifying them, the justification of the system of related services, taking into account economic efficiency.