Marketing activities can be represented by a sequence of certain steps in the market that the manufacturer must take on the way to the consumer. The implementation of these steps has undergone radical changes due to the advent of the Internet and e-commerce. The e-commerce market in the world and in Ukraine in particular is actively developing and growing. The business began to move online and today online shopping has become very common. With the development of e-commerce, the retail market has undergone significant changes, there is an active growth of online commerce. If earlier the main players were online stores, today the leadership is taken by electronic trading platforms – marketplaces. In the context of the rapid development of e-commerce, the active growth of online commerce and the emergence of numerous trading platforms, the effectiveness of marketing activities directly depends on the diversity and quality of information services provided by marketplaces. The article studies the market of electronic trading platforms in Ukraine and conducts their comparative analysis in four areas. General, technical, communicative and marketing analysis allowed to identify the main information services of marketplaces provided in the field of marketing activities, as well as their advantages and disadvantages. Google PageSpeed Insights, PR-CY, SimilarWeb and Google Trends were widely used during the analysis. They allowed to achieve greater clarity in the presentation of the results. An integrated indicator is also proposed, which allows to evaluate marketplaces according to a set of criteria taking into account their importance. The practical value of the results obtained in the work is to determine the best and worst trading platforms that can be used during marketing activities. Prospects for further research in this area are seen in the development of approaches to assessing the effectiveness of electronic trading platforms in marketing activities.

The article substantiates the urgency of the problem of risk-oriented management of the enterprise in a pandemic COVID-19. Factors of business destabilization in crisis conditions and specific factors of business destabilization due to the COVID-19 pandemic are characterized by parameters: scale, speed of distribution, duration, labor shortage, external coordination, availability of infrastructure. Specific types of risks, which are caused by the transformation of trends of informatization and digitalization of business in the conditions of coronary crisis, are substantiated. The structural and logical scheme of identification and quantitative assessment of enterprise risks in the conditions of COVID-19 pandemic spread has been developed. The methodical toolkit of complex risk assessment, which is based on the construction of the RISK-navigator matrix, takes into account the basis of local risk assessment by groups: sales, logistics, competence, social, communication, information, digital risk, risk of unforeseen competition, reputation and allows reasonable assessment. to the negative consequences of the COVID-19 crisis. The study argues that the advantage of the RISK-navigator matrix is the collection of information on risk control for certain segments and the selection of an appropriate method of reducing each of them based on the development of an effective program of measures to minimize them and the possibility of risk movement to identify risk characteristics. identification of dynamic, pendulum and migratory risks that are most critical for the enterprise. A scale for assessing the company's vulnerability to the negative consequences of the COVID-19 crisis has been developed, which determines the level of risk (catastrophic, critical, acceptable) and proposes basic measures to minimize risks and increase the margin of safety in a pandemic. A system of risk management standards has been formed, the implementation of which in the practical activities of domestic enterprises will allow to form an effective system of risk-oriented management.

The article substantiates the urgency of the problem of risk-oriented management of the enterprise in a pandemic COVID-19. Factors of business destabilization in crisis conditions and specific factors of business destabilization due to the COVID-19 pandemic are characterized by parameters: scale, speed of distribution, duration, labor shortage, external coordination, availability of infrastructure. Specific types of risks, which are caused by the transformation of trends of informatization and digitalization of business in the conditions of coronary crisis, are substantiated. The structural and logical scheme of identification and quantitative assessment of enterprise risks in the conditions of COVID-19 pandemic spread has been developed. The methodical toolkit of complex risk assessment, which is based on the construction of the RISK-navigator matrix, takes into account the basis of local risk assessment by groups: sales, logistics, competence, social, communication, information, digital risk, risk of unforeseen competition, reputation and allows reasonable assessment. to the negative consequences of the COVID-19 crisis. The study argues that the advantage of the RISK-navigator matrix is the collection of information on risk control for certain segments and the selection of an appropriate method of reducing each of them based on the development of an effective program of measures to minimize them and the possibility of risk movement to identify risk characteristics. identification of dynamic, pendulum and migratory risks that are most critical for the enterprise. A scale for assessing the company's vulnerability to the negative consequences of the COVID-19 crisis has been developed, which determines the level of risk (catastrophic, critical, acceptable) and proposes basic measures to minimize risks and increase the margin of safety in a pandemic. A system of risk management standards has been formed, the implementation of which in the practical activities of domestic enterprises will allow to form an effective system of risk-oriented management.

Marketing activities can be represented by a sequence of certain steps in the market that the manufacturer must take on the way to the consumer. The implementation of these steps has undergone radical changes due to the advent of the Internet and e-commerce. The e-commerce market in the world and in Ukraine in particular is actively developing and growing. The business began to move online and today online shopping has become very common. With the development of e-commerce, the retail market has undergone significant changes, there is an active growth of online commerce. If earlier the main players were online stores, today the leadership is taken by electronic trading platforms – marketplaces. In the context of the rapid development of e-commerce, the active growth of online commerce and the emergence of numerous trading platforms, the effectiveness of marketing activities directly depends on the diversity and quality of information services provided by marketplaces. The article studies the market of electronic trading platforms in Ukraine and conducts their comparative analysis in four areas. General, technical, communicative and marketing analysis allowed to identify the main information services of marketplaces provided in the field of marketing activities, as well as their advantages and disadvantages. Google PageSpeed Insights, PR-CY, SimilarWeb and Google Trends were widely used during the analysis. They allowed to achieve greater clarity in the presentation of the results. An integrated indicator is also proposed, which allows to evaluate marketplaces according to a set of criteria taking into account their importance. The practical value of the results obtained in the work is to determine the best and worst trading platforms that can be used during marketing activities. Prospects for further research in this area are seen in the development of approaches to assessing the effectiveness of electronic trading platforms in marketing activities.

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