Marketplace: Business Model of the Modern Economy

Relevance. The study of the features of the work and development of marketplaces is a relevant area, since these platforms play a significant role in modern society and business, representing a business model of the modern economy. They bring together sellers and buyers, providing the opportunity to sell goods and services over large territories and increase their customer base. Additionally, analyzing the key features of popular e-commerce platforms can help entrepreneurs choose the most suitable platform for their business and determine its advantages and disadvantages. Online stores offer a wide range of products, convenient delivery and discounts for regular customers. In addition, many marketplaces work directly with manufacturers, which allows them to offer products at lower prices. Thus, we can assert the relevance of the study of marketplaces as a business model of the modern economy.The purpose of the study is to study the features of the operation of distance trading platforms - marketplaces, the history of their origin, the impact on purchasing behavior, key characteristics, as well as the advantages and disadvantages of popular e-commerce platforms.Objectives: identifying the weaknesses of online stores; identifying possible ways to solve problems arising in this area of business.Methodology. The following methods were used to study online stores: data analysis, user survey, comparison of various platforms, study of reviews and ratings.Results. Selling through marketplaces is the business model of the modern economy. It is necessary to take into account the peculiarities of the functioning of marketplaces, their differences from other forms of sales of goods in the conditions of applying a modern business model that is adequate to the real conditions of doing business and economic development.Conclusions. The use of marketplaces is associated with the ability to minimize the costs of production, sales, purchase or exchange based on building effective interaction on a digital platform and various adaptive combinations of business processes. This allows us to prove the initial assumption that the marketplace is a business model of the modern economy.