Despite the experience of the e-commerce development for several decades, this form of trade organization is still prospective and has high potential for its further development. E-commerce is undergoing some changes in the modern conditions, the most important of them being an increase in the share of orders with a decrease in the average check and the development of new forms of e-commerce. A comprehensive analysis of the development of e-commerce in the modern conditions is provided in the article, the main trends are identified, and the important role of integrated forms in the field of business organization in the digital environment, in particular, marketplaces, is demonstrated. The obtained results allowed to identify the main directions of the development of distance selling using digital technologies in the modern conditions.

Статья посвящена этапам развития e-commerce малыми и средними предприятиями. Рассмотрены имеющиеся подходы к классификации стадий развития e-commerce малыми и средними предприятиями, начиная с 1973 года вплоть до классификации 2020 года. В статье уточнено содержание всех этапов, систематизированы критерии отнесения к этапам развития e-commerce и имеющиеся классификации моделей развития e-commerce малыми и средними предприятиями. В работе изучены паттерны поведения, влияющие на взаимодействие продавец-покупатель в онлайн-среде, при этом фокус сделан на поколении миллениалов как наиболее активной онлайн-аудитории. Изменение покупательского поведения, развитие социальных сетей и искусственного интеллекта требует выделения новых этапов развития e-commerce и уточнения имеющихся. В статье предложена авторская модель этапов развития e-commerce, базирующая на исторически сложившихся классификациях и дополненная новым этапом с учетом современного поведения покупателей. На примере малых и средних предприятий сферы онлайн-продажи предметов освещения проведен анализ стадий развития e-commerce ими, продемонстрировано развитие согласно предложенной новой классификации стадий, сделаны выводы о недостаточном развитии бесшовного взаимодействия с покупателями в канале онлайн-продаж.

Online retail is outpacing offline retail in terms of development rates, and with an increase in the share of the younger generation, this trend will continue in the coming years. The aim of the per is to identify the prospects of e-commerce development in Russia. A study of the history of the formation of electronic commerce, an analysis of its development in different countries of the world, including Russia, is being conducted. The prospects for the development of online food trading are substantiated. The focus is made on a detailed study of the e-Grocery segment, segmentation of types of online stores is carried out, identifying the potential for the development of different sales channels.

in the modern world, retailers face the need to adjust their strategies to the pressure of the external environment, consumer preferences and legislative restrictions. Such a need has arisen throughout the whole history of their development, and those retailers who managed to respond to the challenges of the time in a timely manner and change their development strategies continued to expand and develop. This article is devoted to strategies for the development of retail chains through the study of their activities at different time intervals from the opening of the first stores to the transformation into multinational companies. Five stages of retailers’ development are considered and strategies for each of them are outlined: resource-based development, internationalization (development in international markets), adaptation, consolidation, multichannel. The article examines the cases of the world’s largest retailers – Auchan, Leroy Merlin, Ikea, etc. in order to identify and substantiate the patterns of development in each allocated period of time.