MARKETPLACES AS A MEANS OF INCREASING THE EFFICIENCY OF E-COMMERCE

Abstract

The e-commerce market is changing rapidly and dramatically. A large number of online stores are experiencing problems with logistics, attracting customers, expanding the assortment, advertising and other business processes. The relevance of the study of marketplaces as a means of increasing the efficiency of online retail enterprises is quite high, as it reflects the key trends in the development of e-commerce in Russia. The scientific problem lies in the limited methodologies that ensure the effective implementation of marketplaces in online trading enterprises. This article analyzes the state of electronic commerce in the Russian Federation. Based on the results of the analysis, the results on the effectiveness of the use of marketplaces for retailers in online commerce are presented. The factors contributing to the optimization of the processes of retail e-commerce enterprises are highlighted. The study made it possible to determine the prospects for the development of marketplaces, as well as to identify a set of measures for the effective promotion of goods .