Moscow, Moscow, Russian Federation
The article examines the evolution of marketplaces from digital showcases to full-fledged ecosystems that have a transformative effect on the structure of the modern economy. The study is based on the analysis of scientific publications, statistical data and practical cases (in particular, on the example of Ozon and Wildberries), demonstrating the ability of marketplaces to reduce costs, expand distribution channels and improve marketing efficiency. Particular attention is paid to the impact of marketplaces on small and medium businesses, issues of algorithmic transparency, cybersecurity threats, and the risks of monopolization. A conclusion is made about the need to adapt business models to the new conditions of the digital environment and strengthen institutional regulation for the balanced development of the sector.
marketplaces, digital transformation, ecosystem, e-commerce, Ozon, Wildberries, personalization, cybersecurity, platform economy
1. Lipatov N.S., Krasil'nikova E.A. Sostoyanie rynka marketpleysov v Rossiyskoy Federacii v usloviyah sankcionnyh ogranicheniy // Ekonomika i upravlenie: problemy, resheniya. 2024. T. 3, № 5(146). S. 66-73. DOI:https://doi.org/10.36871/ek.up.p.r.2024.05.03.009. EDN: https://elibrary.ru/PHGZDR.
2. Makrinova E.I., Matuzenko E.V., Glazunova O.A. Tendencii razvitiya i pokazateli deyatel'nosti rossiyskih marketpleysov kak osnovnyh konkurentov na rynke onlayn-torgovli // Vestnik Belgorodskogo universiteta kooperacii, ekonomiki i prava. 2024. № 1(104). S. 202-213. DOIhttps://doi.org/10.21295/2223-5639-2024-1-202-213. EDN: https://elibrary.ru/IJUXFP.
3. Marketpleysy kak drayver razvitiya elektronnoy kommercii / N.M. Suray, N.A. Teplaya, V.A. Baskakov [i dr.] // Innovacii i investicii. 2023. № 5. S. 154-157. EDN: https://elibrary.ru/FDBHLW.
4. Plotnikov A.P., Suyazov V.N., Suyazov E.V. Vliyanie cifrovizacii upravleniya na effektivnost' deyatel'nosti mul'timodal'nogo transportno-logisticheskogo centra // Innovacionnaya deyatel'nost'. 2024. № 4(71). S. 40-51. EDN: https://elibrary.ru/UDELHY.
5. Tarasova E.E., Matuzenko E.V., Glazunova O.A. Marketpleysy kak onlayn-platformy razvitiya internet-torgovli v Rossii // Vestnik Belgorodskogo universiteta kooperacii, ekonomiki i prava. 2022. № 4(95). S. 100-112. DOI:https://doi.org/10.21295/2223-5639-2022-4-100-112. EDN: https://elibrary.ru/NJGNZO.
6. Shendo M.V., Sviridova E.V., Karlina E.P. Formirovanie denezhnyh potokov rynka onlayn-torgovli v sovremennyh usloviyah // Vestnik Astrahanskogo gosudarstvennogo tehnicheskogo universiteta. Seriya: Ekonomika. 2022. № 4. S. 51-58. DOI:https://doi.org/10.24143/2073-5537-2022-4-51-58. EDN: https://elibrary.ru/XDFXRY.
