ФОРМИРОВАНИЕ УСТОЙЧИВЫХ КАНАЛОВ СБЫТА ПРОДУКЦИИ РОССИЙСКИХ ПРОИЗВОДИТЕЛЕЙ НА МАРКЕТПЛЕЙСАХ: ТЕНДЕНЦИИ, ПРОБЛЕМЫ И ПЕРСПЕКТИВЫ JEL: M3 УДК: 334.02

Abstract

Today, e-commerce occupies a leading position in the global economy. The Russian e-commerce segment is developing rapidly, and sales volumes are constantly growing. One of the significant elements of this process has become the active distribution of various online markets ("marketplaces"), which act as intermediaries between the manufacturer and the end consumer, providing manufacturers with the opportunity to quickly bring new products to the market. Domestic enterprises have a unique opportunity to quickly cover large consumer segments and expand the geography of their trading activities. At the same time, entering marketplaces is associated with certain risksand problems that require deep understanding and study before starting work. It is important to develop a strategy for effective product positioning, competently organize the work of logistics chains and build trusting relationships with customers that ensure a stable presence on the platform, it is also important to take into account the specifics of the marketplaces and pricing features, because when selling products directly from production, it is necessary to adhere to such a pricing policy in order to remain within the market of a particular marketplace and at the same time not to undermine sales to existing offline distributors and networks.The article examines key trends in the development of online sales, identifies the main problems that hinder the effective use of platforms, suggests solutions and prospects for further growth of the Russian e-commerce sector.The study is based on an analysis of scientific literature, empirical data and the results of expert interviews with representatives of manufacturing companies and marketplaces.