FORMATION AND DEVELOPMENT OF MODERN MARKETPLACES

The relevance of the use of modern tools of digital marketing in e‑Commerce, namely: marketplace. The characteristic of the concept “marketplace” is given, its types, main features and advantages of application are allocated. The description of the development of the marketplace market, examples of successful projects are given, and the classification of marketplaces is given. The main advantages of the use of the marketplace for all business entities, as well as from the standpoint of the consumer and the manufacturer are determined. It is proved that the profit from the development of e‑Commerce has great potential, and the marketplace market has become one of the leaders in the growth of the entire Russian e‑Commerce market. The main trends of further development of e‑business in modern conditions of market development of the marketplace, thus it was revealed that the development of e‑Commerce in the world is quite fast, which indicates the high efficiency of this form of business. The current state and prospects of development of the marketplace in the world and Russia are estimated. The analysis of development of e‑Commerce in the world is carried out and 15 largest enterprises of the Russian e‑Commerce are allocated. The main types of marketplaces depending on the type of business models are considered: C2C (customer‑to‑customer); B2C (business‑to‑customer); B2B (business‑to‑busness). It is concluded that the use of the marketplace model is relevant for a large number of industries, and most of the companies that become marketplaces are e‑commerce players, large retailers, postal and logistics operators, financial institutions, as well as IT companies. The directions of further research are given which consist in perspective use of potential of Internet marketing by the domestic enterprises, the analysis of efficiency of marketing activity in social networks, an assessment of social and economic efficiency of e‑commerce for various economic spheres.

marketplace, e‑Commerce, Internet platform, trade, online store, market, consumer, marketing, online sales, Internet environment.

Kurganova N. Yu. Formation and development of modern marketplaces. Business. Education. Law, 2019, no. 4, pp. 274–279. DOI: 10.25683/VOLBI.2019.49.442.