Regional e-Commerce Development in a Multi-channel Retail Environment

Abstract

: E-commerce is an important area of trade development because in many countries it generates revenues, promotes service development, small and medium-sized businesses, and increases employment. Multi-channel retailing encompasses e-commerce as one area of trade in goods and services to meet customer needs. Each country has its own history of trade development, which has evolved over many centuries and even millennia. In this regard, Kazakhstan has its advantages, since the caravan routes of the "Great Silk Road" passed through its territory and this was reflected in the economic development of the region. The purpose of this study was to identify the prospects of multi-channel retailing, its importance and role in the economy of Kazakhstan and the global community. The purpose determines the relevance of the research topic, which is currently unquestionable. The idea of the scientific article is to present the possibilities of multichannel retailing for the development of economies of countries and regions, including small and medium-sized businesses.