Investing in niche marketplaces: value for leading companies

Abstract

The role of strategic investors in the evolution of niche marketplaces, particularly in Ukraine, has been analyzed in the research. Automation and digitalization have become the key factors for efficiency in modern business. An important element of this process is a marketplace. They force traditional markets to adapt to new conditions. It is hypothesized that strategic investments in niche marketplaces contribute to long-term market development, leading to sustainable economic growth. The research was carried out through the analysis of literary sources, comparative analysis and the case study method. The fact that venture capital funds usually invest in marketplaces targeting high future returns was shown as a result of our investigation. However, strategic investors have a different approach. They direct their investments not only towards making a profit but also towards market development, creating long-term value, implementing innovations, advancing industry growth, building communication channels with customers, and obtaining valuable data for a better understanding of customer needs and market trends, as well as attracting organic traffic to meet specific market demands. Niche platforms among all variations of marketplaces deserve special attention, as they often represent unique opportunities. Such companies as EpicentrK.ua and Cropwise Operations are among examples of strategic investments in these marketplaces. They demonstrate how technological solutions can boost efficiency and productivity, ultimately leading to sustainable economic growth and development. These examples demonstrate that strategic investors prioritize developing market structures and creating high value for consumers