THE IMPACT OF DIGITALIZATION ON THE GROWTH OF ONLINE TRADE IN RUSSIA

The current article assesses the impact of digitalization on the development of online trade in Russia in recent years by using correlation and regression analysis of various statistical indicators. A number of indicators characterizing the following aspects of digitalization were selected as the main influencing variables on the share of retail sales via the Internet: availability of the World Wide Web for the population, expenses of companies in the trade sector on digitalization, the degree of prevalence of individual advanced digital technologies (this value is expressed as the share of organizations using certain technologies). Dependent variables are such aspects of digital trade as the number of online orders, their cost, as well as the share of sales via the World Wide Web in the total volume of retail trade in Russia. Analysis of the results of the correlation and regression analysis of the listed statistical indicators allowed us to conclude that the level of availability of the Internet for the population has the greatest impact on e-commerce. Slightly less impactful are the introduction of cloud services in the activities of trading companies and the overall level of organizations’ expenses on digitalization. The prevalence of Big Data and artificial intelligence technologies has a relatively weak impact on the progress of online trade. The use of the Internet of Things technology has no impact on e-commerce. The announced results of the study are true both for the indicators of the number and cost of online orders, and for the share of sales through the World Wide Web in the total volume of retail turnover. The data obtained indicate the primacy of the factor of widespread technical availability of the Internet for the development of online trade. Other aspects demonstrate a significantly lower degree of influence on the progress of e-commerce.

influencing factors, dynamics, differentiation, households, e-commerce, correlation and regression analysis, regions, statistical indicators, digitalization, digital technologies

Dluskaya V. V. The impact of digitalization on the growth of online trade in Russia. Biznes. Obrazovanie. Pravo = Business. Education. Law. 2025;2(71):31—38. DOI: 10.25683/VOLBI.2025.71.1267.