Payment market in the Republic of Moldova: limits and development opportunities

In the context of the digitalization of economies, new technologies and financial solutions that have emerged, contribute significantly to the development of the financial system. In this context, financial payment services register a remarkable evolution, contributing to solving the problems of the population and the economic agents in the field of payments. It is interesting to what extent the Republic of Moldova has advanced in the assimilation of new financial services offered by providers in the last period and what are the possibilities for their development in the future. In this article we aim: to analyze the payments market in the Republic of Moldova from a marketing perspective, to identify factors that limit the development of the payments market, and development opportunities. The research methods used are: analysis of the legislation in force governing the payment system, statistical data analysis, graphical method, analysis and synthesis. The results of the research revealed the tendency of: competition increase in this field, the necessitiy for payment service providers to market orientation, proliferation and efficient cooperation between partners in the financial ecosystem, financial education of customers, approach to customer according to the segmentation, enhance social and ethical responsibility in relation to clients.