E-COMMERCE DEVELOPMENT ON THE EXAMPLE OF A TRANSNATIONAL CORPORATION IN RUSSIA

The article explores the development of online trade in Russian multinational corporations, using case studies from the oil and gas and metallurgical sectors. The study covers the period from 2021 to 2023. It highlights that Russia is demonstrating record growth rates in online sales (36% by the end of 2023). The paper examines cases from PJSC Lukoil, PJSC Gazprom, and MMC Norilsk Nickel, ranging from online lubricant stores to blockchain-tracked metal e-auctions. The influence of digital technologies on the growth of online trade is separately analyzed. The study shows how Norilsk Nickel increased its share of online sales by 3% between 2021 and 2023, with a prospect of reaching 15% in 2023. Additionally, cases of trade automation are explored, which reduced deal processing times from 14 to 3 days. The paper also outlines current barriers and opportunities associated with online trade development. Key advantages include reduced operational costs (up to 20%), expanded sales geography, and increased transaction transparency. At the same time, growing demand from Turkey and other Asian countries is noted, where Russian companies are adopting digital sales channels. Challenges include cybersecurity risks, sanctions restrictions, and the need for large-scale IT infrastructure modernization. In conclusion, promising development directions are presented: AI-driven analytics integration, social commerce, and AR/VR technologies, which are shaping a new paradigm for digital trade under sanctions. The authors emphasize that, despite challenges and barriers, digital transformation remains a strategic priority for multinational corporations. By embracing it, companies can strengthen their competitive positions amid economic shifts and sanctions pressure

e-commerce, TNC, digitalization, B2B, Norilsk Nickel, Lukoil, Gazprom, blockchain, cybersecurity

Verigina A. V., Nguyen T. N. E-commerce development on the example of a transnational corporation in Russia. Biznes. Obrazovanie. Pravo = Business. Education. Law. 2025;2(71):158—164. DOI: 10.25683/VOLBI.2025.71.1317.