Russian E-commerce Research Articles

ONLINE STORE AS A COMPONENT OF E-COMMERCE AND DIGITAL BUSINESS TRANSFORMATION

This article examines the issue of managing an organization in the context of digital business transformation. The process of searching and optimizing methods and tools of digital transformation is relevant, this is especially evident in the field of e-commerce. In the article, the authors provide an overview of the e-commerce market, its leaders are highlighted. Based on the analysis of the structure and features of the development of global and national e-commerce markets, three categories are identified: 'large and mature', 'catching up' and 'waiting markets'. The dynamics of the global e-retail trade volume and the dynamics of sales volume of the Russian e-commerce market are considered. The concept of 'e-commerce' is clarified, the positive and negative sides of the development of e-commerce are highlighted. Depending on the types of subjects initiating interaction, the types of information and economic interaction or types of e-commerce are fixed. The article notes that information and communication technologies (ICTs) contribute to the organization and optimization of a number of business processes that are the basis of e-commerce: electronic data exchange, e-commerce and marketing, the formation of information and analytical systems of the organization. The authors emphasize that from the point of view of marketing, one of the most interesting components of e-commerce, its trading platform is online stores. The definition of the concept of 'online store' is given. By analyzing the entire variety of online stores represented in the modern business space, the authors classify them according to the methodology of doing business and the type of platform, by the type of organization of sales and trading activities, by product range and type of relationships with suppliers. The proposed classification allows you to: identify the entire range of online stores; streamline these tools; facilitate the search and justification of the choice of optimal methods of digital business transformation.

State of e-trade market development in the world and in Russia

The article provides an overview of the current state of development of the global e-commerce market, as well as an analysis of the Russian online sales market. Statistical data on the dynamics of international and Russian online sales are presented. The factors contributing to the development of the global e-commerce market, as well as factors slowing down the growth rate of this market in our country, are listed. The most popular marketplaces in Russia are listed and quantitative estimates of transactions made on them are indicated. In addition, further prospects for the development of the Russian e-commerce market are highlighted.

Сost-volume-profit analysis: practical aspects in e-commerce

As a result of the COVID-19 pandemic, e-commerce has experienced a significant increase. For Russian companies it's quite hard to compete with international organizations, mainly due to companies’ size and constant investments. The article addresses the issues that e-commerce companies face in terms of business models, costs, pricing and reaching a break-even point. We have studied the financial metrics of Ozon (leader company in Russian e-commerce market and have predicted net income for Ozon in 2023-2028. We outlined the limitations of break-even analysis in real-world scenarios for digital platforms.

Development of the Russian e-commerce market and its individual segments in figures

Subject. The article investigates the electronic trade in tangible goods in general and its individual segments as a rapidly developing type of economic activity, contributing to the gross product of the country. Objectives. The purpose is to compare the e-commerce development in Russia and abroad, analyze the development of the Russian market for 2011–2022, compare the development of Russia’s e-commerce as a whole and its individual segments in the period after COVID-19. Methods. I employed statistical methods of analysis, like relative comparison indicators, analytical and average indicators of time series (growth rates, absolute changes in the levels of time series, average rates). The annual reviews of online commerce by Data Insight analytical agency served as information base of the study. Results. I performed a comparative analysis of the e-commerce development in Russia and in some foreign countries in terms of turnover of e-commerce in dollars, the volume of e-commerce per capita, the share of e-commerce in the country's GDP, the share of sales in global volume, the share of online buyers in the total population of the country. The paper analyzes the development of the Russian market for 2011–2022; presents a comparative analysis of e-commerce as a whole and its individual segments. Conclusions. Russia ranks second after China in terms of the growth rate of trade turnover in GDP. In the post-COVID-19 period, the growth rates slowed down, however, the upward trend continued. The indicators of universal marketplaces showed exceeding the average annual rates for Internet commerce as a whole, their market share was steadily increasing. The FMCG segment accelerated further, and the pharmacy market lagged behind other e-commerce segments in terms of growth rates.

Transformation of the Logistics Infrastructure of the Russian Market E-Commerce

The growth of the e-commerce market in the last decade has caused a radical change in the logistics infrastructure serving this market. The transformation of the sector resulted both in the growth of quantitative indicators of the industry (the scale of domestic and international transportation, the number of shipments), and in qualitative changes (the emergence of multi-format logistics intermediaries, the development of new categories of logistics intermediaries, the strengthening of the role of marketplaces). The purpose of study is to assess the trends in the development of the logistics infrastructure of the e-commerce market, to determine the factors that determine the change in the industry in the new economic conditions. The information base of the study was the data of statistical reporting and analytical reviews of the industry. The object of the study is the logistics infrastructure of the Russian e-commerce market. The scientific novelty of the work lies in the systematization of the factors that determine the development of the infrastructure of the market in question. The prospects for the development of the e-commerce market in the context of limited economic growth and a decrease in real incomes of the country's population, sanctions restrictions that reduce the size of cross-border trade and the possibility of cooperation with Western logistics companies have been studied. The dependence of the development of the Internet sales sector on general economic processes, the level of penetration of the Internet among Russian consumers is considered. The parameters of the transformation of the logistics infrastructure are determined by the general state of the country's economy, the prospects for the development of logistics technologies and marketing solutions. At the same time, the logistics infrastructure and online commerce have a mutually positive impact on each other, causing both quantitative changes (in terms of increasing the number of purchases made, expanding the geography of deliveries, reducing the timing of online orders) and qualitative changes (improving the quality of service for participants market, the emergence of new types of logistics intermediaries).

A humanistic model of corporate social responsibility in e-commerce with high-tech support in the artificial intelligence economy

This paper aims to develop a humanistic model of corporate social responsibility in e-commerce, relying on high technology in an artificial intelligence economy. The research is based on the experience of the top 30 publicly traded e-commerce companies, the 16 most responsible companies in the retail industry in the USA, and the leading global and Russian e-commerce business structures in 2020–2021. Based on econometric modeling, it is substantiated that the humanization (qualitative criterion) of jobs provides an increase in revenues of e-commerce businesses to a greater extent than an increase in the number (quantitative criterion) of jobs. The high technology of the artificial intelligence economy (AI economy) makes it possible to maximize the contribution of responsible HRM of the e-commerce business in increasing its revenues. For this purpose, a humanistic model of corporate social responsibility in e-commerce based on high technology in the AI economy has been developed. The theoretical significance lies in proving the need to humanize jobs in e-commerce and revealing the essence of this process. The practical significance lies in the fact that the developed humanistic model will increase the profitability and, consequently, the resilience of businesses to future economic crises that arise against the backdrop of the COVID-19 pandemic.

The Russian E-commerce Market During COVID-19: Legal Regulation and Trends

The subject of this paper’s research is the peculiarities of legal regulation and development of the e-commerce market during the COVID-19 pandemic. The author examines in detail the concept of "e-commerce," which is understood as an economic sphere that combines trade and financial transactions that are carried out through contactless interaction of the parties involved. The article also analyzes the system of legal regulation of the e-commerce market and identifies trends for further improvement. Particular attention is paid to the impact of the pandemic on civil law turnover, resulting in the e-commerce market becoming the dominant commodity exchange in the Russian Federation. The study provides statistics on commodity exchange on online platforms for 2021–2022, which has grown significantly compared to previous years. The author’s main conclusions are that the COVID-19 pandemic accelerated the processes of digitalization in all spheres of public life, as a result of which trade and financial transactions, for the most part, began to be carried out via the Internet and laid the foundation of the digital economy; to date, electronic commerce has become predominant, but is not devoid of shortcomings of legal regulation; trends of strengthening digital transformation are aimed at delineating the legal status and responsibility of participants in trade ("marketplace," "online store," etc.), expanding the list of types of digital assets and determining their legal regime (account, etc.).

SWOT Analysis and Recommendations about the Cross-border E-commerce AliExpress Russia

with the development of information technology and cross-border logistics, and the bilateral trade policy support, cross-border e-commerce between China and Russia experienced a rapid growth in the past decade. To date, AliExpress Russia, the e-commerce platform under Alibaba Group, becomes the largest cross-border e-commerce platform in Russia. Although the transaction scale of AliExpress Russia, as reflected by Gross Merchandise Volume, achieved a steady growth in recent years, the market share of AliExpress Russia was gradually overtaken by Wildberries and Ozon (two Russian e-commerce enterprises) since 2018. This paper is aiming to determine the underlying reasons on the declination of the market share encountered by AliExpress Russia. A systematic analytical method, the SWOT analysis, is employed to reveal the internal and external environment of the cross-border platform simultaneously. It is possible to determine the problem of infringement and counterfeiting, costly and inefficient logistics, and underdeveloped credit system are three internal factors impinging the development of AliExpress Russia platform. Moreover, increased level of market competition combined with tightened cross-border e-commerce policy are two external threats. It is believed that the Alibaba Group should adopt the SO (Strengths – Opportunities) and ST (Strengths – Threats) strategy to combine its internal advantages and external opportunities while minimizing its potential risk exposure. By optimizing supply chain system, deepening localization process, constructing a diversified payment system with high reliability, and improving the companies’ core competitiveness, AliExpress Russia can seize the opportunity of promising future Russian e-commerce market and develop its brand influence.

Russian E-commerce Market During COVID-19: Legal Regulation and Trends

The subject of research in this paper is the peculiarities of legal regulation and development of the e-commerce market during the period of coronavirus infection COVID-19. The author examines in detail the concept of "e-commerce", which is understood as an economic sphere that combines trade and financial transactions that are carried out through contactless interaction of the parties. The article also analyzes the system of legal regulation of the e-commerce market, identifies trends for further improvement. Particular attention is paid to the impact of the pandemic on civil law turnover, as a result of which the e-commerce market has become the dominant way of commodity exchange in the Russian Federation. The study provides statistics on commodity exchange on online platforms for 2021-2022, which has grown significantly compared to previous years. The main conclusions of the authors are that the COVID-19 pandemic accelerated the processes of digitalization of all spheres of public life, as a result of which trade and financial transactions for the most part began to be carried out via the Internet, laid the foundation of the digital economy; to date, electronic commerce has become predominant, but is not devoid of shortcomings of legal regulation; trends of strengthening digital transformation are aimed at delineating the legal status and responsibility of participants in trade ("marketplace", "online store", etc.), expanding the list of types of digital assets and determining their legal regime (account, account, etc.).

New e-commerce formats using immersive technologies: Prospects and problems of integration

Subject. The article analyzes advantages and problematic aspects of the introduction of immersive technologies in communication between a seller and a potential or real consumer, investigates forms of application of immersive technologies in modern economic conditions in Russia and abroad. Objectives. The purpose is to monitor the current state of the immersive technologies market in Russia and in the world, analyze the main features of virtual, augmented, extended and mixed reality tools, study data on the volume of the domestic and foreign market of products with immersive technologies, real and projected indicators of growth in the number of users, income of the consumer market of innovative technologies. Methods. The study employs methods of statistics, systems analysis, generalization, materials of foreign consulting and analytical agencies Statista, Gartner, International Data Corporation, ARtillery Intelligence, Orbis Research, as well as Russian TMT Consulting, TAdviser, articles by specialists in the field of computer technology, digital economy, gamification, entrepreneurship, management consulting, interactive marketing. Results. I structured tools for implementing augmented reality technology, formulated advantages, disadvantages, and constraints of immersive technologies development in the Russian e-commerce market, defined promising areas for immersive technologies implementation in Russia. Conclusions. State support to the introduction of immersive technologies among domestic products, services and platform solutions is extremely important.

Factors Affecting Development of the Russian Market of Fulfillment Services

The growing scale of the Russian e-commerce market over the recent years has led to significant quantitative and qualitative changes. These changes resulted, in particular, in the emergence of new logistics intermediaries known as order fulfillment operators, undertaking the entire range of operations related to processing online orders. But, despite obvious advantages of outsourcing logistics operations for small and medium-sized online stores, the percentage of orders completed via the services of these intermediaries has remained almost unchanged in recent years. The purpose of this study is to assess significance of the factors limiting development of the Russian market of fulfillment services. The methodology of the study is based on an analysis of the main trends in development of this sector of logistics intermediaries. The study was based on the data of statistical reporting and analytical reviews. The object of the study is the Russian fulfillment services market. The scientific novelty of the work lies in the systematization of the factors that cause restrictions in developing of the market in question. Among these factors, we can single out the underdevelopment of the logistics infrastructure of fulfillment operators; incurring risks of outsourcing certain functions of sellers to logistics intermediaries; customer dissatisfaction with quality of services provided; non-transparent pricing policy of fulfillment operators themselves. The study made it possible to determine some ways of improving performance of order fulfillment operators, which will allow them to quickly and efficiently adjust to new economic conditions.

THE IMPACT OF THE COVID-19 PANDEMIC ON THE DEVELOPMENT OF GLOBAL AND RUSSIAN E-COMMERCE

The intensive development of digital technologies and access to the Internet has transformed the principles of organizing economic relations in the sphere of trade in goods and services. E-Commerce has become one of the most dynamically developing areas in the economy of many countries, but unforeseen circumstances, such as the Covid-2019 pandemic, can probably significantly change the situation with the development of the e-Commerce sector, give the necessary impetus to increase Internet activity and turn the e-Commerce sector into a driver of economic growth in Russia.The article demonstrates the changes that have occurred in the dynamics and structure of international online commerce, describes how the customs preferences have changed under the influence of the pandemic. An adjustment of the estimates of the prospects for the development of global and Russian e-commerce is given.

Development of e-commerce in the context of digitalization

In the context of digitalization, there is a rapid growth of e-commerce, so it is a relevant issue. This implies the need to improve digital technologies, develop Internet platforms, set up sales channels and Internet marketing tools for promotion on the online market in order to obtain the planned profit. The subject of the research is organizational and managerial relations and processes that arise in enterprises working in the field of online marketing and e-commerce. The purpose of the research is to substantiate the role and place of e-commerce in the context of digitalization, as well as to analyze the state of the e-commerce market in modern conditions. The article reveals the ever-in- creasing role of e-commerce in the innovative modernization of the Russian economy; substantiates the need for widespread use of Internet marketing opportunities in order to attract consumers of goods and services, as well as market partners for the implementation of business projects. An analysis of the scale of e-commerce has showed that in recent years, the Russian e-commerce market has grown by an average of 29% per year, reaching 2,06 trillion rub. by 2019 in the total volume. Organization of electronic commerce in the market involves the implementation of a number of stages: analysis of the market situation; selection of e-commerce channels, ensuring the effectiveness of sales; controlling and evaluating the effectiveness of online trading. At present, various types of Internet platforms are currently used: stock exchanges, corporate sites, forums and industry clubs, landing pages, informa- tion blogs and magazines, trading platforms, rubrics, bulletin boards, etc., depending on the specific characteristics, features and promotion tools. It has been concluded that the prospects for the devel- opment of e-commerce in modern conditions are associated with the need to develop digital technol- ogies, overcome the digital divide, as well as the integration of small and medium-sized enterprises into the global Internet space.

Обзор исследований о влиянии пандемии COVID-19 на развитие мировой и российской электронной торговли

Th e article demonstrates the changes that have occurred in the dynamics and structure of international online commerce, describes how the customs preferences have changed under the infl uence of the pandemic. An adjustment of the estimates of the prospects for the development of global and Russian e-commerce is given.

Эволюция маркетинга в цифровой экономике

The development and widespread adoption of digital economy in the last two decades inevitably had strong impact on the theory and practice of marketing. Under the influence of e-Commerce the form and content of marketing has changed. Today we can talk about the formation of a new field of study – Internet marketing. However, even in the European literature, the description of Internet marketing is fragmentary, Russian authors often do not consider Internet marketing as an independent direction in marketing. This article describes the role of e-Commerce in the economy. The author considers the role of e-Commerce in the world economy and in the economy of individual countries. About 10% of world trade is already carried out via the Internet, in some countries (China, Japan, the UK) the share of e-Commerce in GDP is more than 20%. The growth rate of e-Commerce is also impressive – 30% per year. The Russian e-Commerce market and the Chinese e-Commerce market are analyzed separately. The author highlights the fact that e-Commerce has made a great contribution to the development of China’s economy. Internet marketing in the article is considered as an integral part of e-Commerce, fully responsible for all the interaction of the company and the external environment through the Internet. Basing on the research of some writers, the author concludes that Internet marketing is advisable to study as an independent scientific discipline. The article identifies and investigates the main changes that have occurred in marketing under the influence of e-Commerce: 1) change of marketing orientation from goods to customers; 2) multi-channel approach to promotion; 3) mobility; 4) adaptability and interactivity of marketing; 5) significant increase in audience coverage.

Integral Assessment of the Development Level of Electronic Business in the Regions of the Volga Federal District

Purpose of the study. Information and communication technologies are becoming a powerful tool for the development of electronic business. Today, the leaders in the global economic and political space are precisely those countries that have learned to determine the vector of development of information technologies and use new opportunities for their application. The development of innovative digital technologies in Russia and in the world is widely discussed in the framework of various discussion platforms. In particular, at the International Forum “The Digital Future of the Global Economy” (January 31, 2020 Almaty), digitalization of trade processes between the EAEU membercountries became one of the main topics. The annual Tech Week conference (Moscow) is becoming a traditional place for discussing the implementation of innovative technologies in business, as well as for the exchange of experience of leading Russian and world corporations in the field of electronic business. In this regard, there is a need for a comprehensive statistical assessment of the development level of electronic business of the territory.Materials and methods. The research was based on the data of the Federal State Statistics Service for 2018 for the regions of the Volga federal district, and the results of monitoring the development of the information society in the Russian Federation. As a tool for assessing the degree of digitalization of business in the regions of the Volga federal district, the graphic polygon (radar) method is used.Results. The article provides a retrospective analysis of the stages of development of electronic business in Russia. Among the characteristic features of the modern stage of its development are the mass introduction of Internet technologies and the transformation of traditional business methods. The introduction of advanced information and communication technologies contributes to greater involvement of the business sector in electronic business. In terms of the level of development of information and communication technologies (ICT Development Index), Russia ranks 45th among the countries of the world. For the period 2010 - 2018 the development of electronic business in Russia has a positive trend. According to the results of 2018, the volume of the Russian e-commerce market amounted to 1280 billion rubles, or 4.1% of the total trade turnover. According to forecast estimates, by 2023 the volume of Russian e-commerce market will grow to 8.5% of the total turnover and amount to 2780 billion rubles. An integrated assessment of the development level of electronic business was carried out according to sixteen local criteria. As a result of calculating the private and local ranks of the values of the relevant criteria, fourteen polygons of the level of development of electronic business were constructed by the number of regions of the Volga federal district. The results obtained allow us to state the existence of a high degree of heterogeneity of the regions of the Volga federal district according to the integral indicator under study. Among the leading regions in terms of electronic business development are the Republic of Tatarstan, Perm krai and Nizhny Novgorod region. Outsider regions – the Mari El Republic, the Republic of Mordovia, and the Kirov region – are characterized by a low percentage of organizations that used the capabilities of the Intranet and Extranet, the absence of special software for managing sales of goods (works, services), and limited use of software, in particular ERP, CRM and SCM systems.Conclusion. The widespread use of information and communication technologies entails the expansion of opportunities and improving the quality of coordination of business activities. We should remember that if modern business cannot quickly adapt to the new requirements of the digital economy, then it risks becoming uncompetitive. The results of the study revealed a differentiation in the development of electronic business in the regions of the Volga federal district. A similar situation is observed in most constituent entities of the Russian Federation and is due in many respects to specific reasons for each region. The timely fulfillment of the goals and objectives of digital transformations in the Russian Federation reflected in the Digital Economy of the Russian Federation Program and other regulatory documents will help to smooth out the existing imbalances.

Developing the sector of remote services in rural areas to raise the employment and care of the environment

The objective of the article is to analyze the number of employees aggregated in the mass media and content sector in Russia for the period from 2010 to 2019. Mass media and content sector is one of the sectors which is developed very dynamically at the present time. Since rural people do not possess high-skill professional skills and competencies at the present time, the IT sector is excluded from the analysis. With the help of prior research of competencies and skills of rural people we also made the forecast of the most appropriate sector to produce services on- line. Then thanks to prior research about goods and services on demand in Russian e-commerce, we elaborated the list of services which rural people can produce and sell remotely with the help of Internet. This primary list recap services which almost anu individual can produce. But to be capitalized they need to be branded and advertised appropriately.

Математическое моделирование экономической конъюнктуры российского рынка интернет-торговли

Математическое моделирование экономической конъюнктуры российского рынка интернет-торговли

The Impact of digital technology on e-commerce development in Russian Federation

The article is devoted to the problem of development and influence of digital technologies on e-Commerce enterprises. The types and forms of digital technologies used in this field are studied the characteristics and features of modern e-Commerce in the Russian Federation are considered. The modern Russian e-Commerce market still lags behind foreign ones in terms of the number of users and assortment, but it shows high annual growth rates. The article substantiates the point of view that the further development of e-Commerce is one of the key drivers of growth of all trade in the Russian Federation and the economy total. So, it is very important to assess not only the current state of the e-commerce market, but also to identify perspective trends in its development. E-commerce analysis of research if indicates that modern digital technologies can shape and control the way that a buyer goes from getting acquainted with a product to purchasing it. Digital technologies help to create new patterns of customer relationship. The article offers an overview of the main areas of use of digital technologies that are used in this field: Big Data and personalization, mobile Commerce, Blockchain technology, social networks. This overview can be useful to the scientific and business communities when conducting research in the field of digital economy, when building business plans and strategies taking into account the use of modern digital technologies in the development of the information society.

Specyfika opisu „szczęśliwych” posągów na stacji metra Plac Rewolucji w rosyjskich źródłach internetowych

The purpose of this paper is the descriptive analysis of “happy” statues in the Revolution Square underground station in Russian Internet sources. The range of the study embraces article titles, structure of content presentation, information about the genesis of "rubbing" items, personal stories and iconographic aspect. The research material is taken Russian e-commerce industry websites that operate in the tourism, fashion, interior and home design, financial services, as well as travel blogs.