The main trends and promising directions of e-commerce development in Russia

Merzlyakova, Ekaterina; Bridsky, Evgeny Vadimirovich

doi:10.15350/2409-7616.2021.2.47

Cited by 4 publications

(1 citation statement)

References 2 publications

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“…А. С. Буянов [8], Е. А. Мерзлякова, Е. В. Бридский [9], Е. Р. Данилова, В. К. Степанова [10] доказывают необходимость и перспективность развития электронной коммерции в России.…”

Section: материалы и методыunclassified

Marketplace as a Digital Product Promotion Platform

Tretyakova,

Lazarev,

Shcherbachenko

2024

jour

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Relevance. In the modern world, digital trading platforms on the Internet are increasingly gaining relevance, this phenomenon is associated with the growth of innovation and the acceleration of the pace of life of society as a whole. To achieve maximum efficiency from sales, it is not enough for manufacturers of goods to simply have their own website. Currently, digital trading platforms or marketplaces are gaining relevance for most brands. This trend helps to ensure that companies do not miss any potential sales and maximize their profits. Such marketplaces as Wildberries, Ozon, Yandex-market are the most popular and in demand in the Russian trade market. Each trading platform offers its own methods of promotion and sale of goods, and also has various advantages and non-delivery. The purpose of the study is to study the basic principles of Russian marketplaces. Objectives: based on the analysis of the e-commerce market in Russia to identify the largest marketplaces and conduct their comparative analysis. Methodology. The research is aimed at achieving this goal and is based on a review of scientific research by both domestic and foreign marketers, as well as a statistical analysis of the functioning of online trading platforms. Results. In the course of the work, the process of sales through marketplaces was analyzed, the advantages and disadvantages of this digital platform were identified, and the process of functioning of Russian Internet trading platforms was investigated. Conclusions. The conducted research gives grounds to conclude that the marketplace is becoming the mainstream of modern trade. Analysis of current trends in the digital trade market indicates the increasing role of the marketplace, as a unique interaction environment is being created that gives equal rights and opportunities to all participants in the process, contributing to successful competition on one digital platform.

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Section: материалы и методыunclassified

Marketplace as a Digital Product Promotion Platform

Tretyakova,

Lazarev,

Shcherbachenko

2024

jour

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Digital Platforms and Their Role in the Innovative Development of the Economy

Obukhova,

Chernyikh

2022

jour

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Relevance. The use of digital platforms can improve the efficiency of business processes. Digital technologies and the huge amounts of digital data generated by their use radically affect the socio-economic processes taking place in society. The main segments in the field of digital transformation at the moment are: payments and transfers, crowdfunding, asset management, financial marketplace, blockchain, platform technologies. The purpose of the study is to determine the features of the functioning of digital platforms and describe their role in the innovative development of the economy. Objectives: to describe global trends in financial technologies; to characterize the approaches of Russian and foreign authors to the definition of digital platforms; to identify factors contributing to the development of digital platforms; to characterize the change in the structure of the market through the use of digital platforms. Methodology. The study used general scientific methods: comparative analysis, generalization, induction. Results. Based on the conducted research, the following results were obtained: global trends in financial technologies are described; approaches of Russian and foreign authors to the definition of "digital platform" are given; factors influencing the development of digital platforms (changing customer behavior, etc.) are described; the transformation of the market structure under the influence of digital platforms is characterized, which consists in creating multilateral platforms that unite consumers, service providers and stakeholders to exchange values within a larger ecosystem. Conclusions. The digital platform is an integrated information system that provides a multi-sided process of user interaction for the exchange of information. While reducing overall transaction costs, optimizing business processes, increasing the efficiency of the supply chain of goods and services. The most important strategic decision for financial institutions is to create their own digital platform or partnership with existing third-party platforms.

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Omnichannel Approach to Customer Service in the Digital Economy

Kazarenkova,

Biktagirova,

Ershov

2023

jour

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Relevance. The current conditions for the development of the customer service system in companies of various business profiles are characterized by the influence of many factors: from uncertainty and increased risks against the background of the consequences of the coronavirus pandemic and sanctions pressure to the digital transformation of business processes. At the same time, generations of potential consumers are changing, which contributes to the transformation of approaches to customer service and their requirements for the quality of products, services and services.In this regard, the relevance of finding new customer service channels, expanding the sphere of promotion of products and services to potential consumers, as well as mastering new methods and technologies of client services is growing. The implementation of these areas is possible on the basis of the development and implementation of an omnichannel service system for a potential and formed client base.The purpose of the study is to identify modern trends and potential for the development of an omnichannel approach to customer service in the context of the digital transformation of the Russian economy.Objectives: highlight the factors of changing the paradigm of customer service; determine the directions of transformation of customer service services; identify the prerequisites for using the omnichannel approach to the implementation of client services and the potential for its development in the modern conditions of the digital economy.Methodology. In the course of the study, general scientific methods were used: scientific abstraction, analysis and synthesis, generalization and extrapolation.Results. The study made it possible to form and highlight the following scientific results: the essence and content of the omnichannel approach to customer service was determined; the classification of channels and customer service services in the aggregate of the omnichannel approach was given, promising directions of omnichannel service systems in the digital economy were identified.Conclusions. The digital transformation of business processes affects the customer service system, primarily in terms of the choice of specific channels and services, as well as an integrated approach to their implementation. Customer focus as a basic trend in the development of modern business contributes to improving the efficiency of the customer service system based on omnichannel services.

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The main trends and promising directions of e-commerce development in Russia

Cited by 4 publications

References 2 publications

Marketplace as a Digital Product Promotion Platform

Marketplace as a Digital Product Promotion Platform

Digital Platforms and Their Role in the Innovative Development of the Economy

Omnichannel Approach to Customer Service in the Digital Economy

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