Конкуренция между маркетплейсами в России: роль модели взаимодействия с продавцами, покупателями и владельцами пунктов выдачи заказов

Финансы и бизнес. 2024. Т. 20. № 4. С. 135–158.

Осенева П. С., Yusupova G. F.

This study examines the competition among leading digital transaction platforms in Russia: Ozon, Wildberries, AliExpress, SberMegaMarket, and Yandex.Market. The purpose of this article is to compare the interaction models of marketplaces with product sellers, buyers, and pick-up points in terms of price and non-price policies, as well as the policies for the location of pick-up points. The results indicate that despite the unique competitive advantages of each platform, none of them dominate the market. To maintain a competitive edge, continuous innovation in service off erings and fl exible interaction models are necessary.

Keywords: конкуренция, модели взаимодействия, электронная коммерция, e-commerce, digital platforms, маркетплейсы, competition, цифровые платформы, marketplaces, interaction models, transactional platforms, pick-up points, пункты выдачи, трансляционные платформы

Publication based on the results of: ­­­Competitive Effects of Application Regimes of Digital Data and Advertising in the Platform Markets (2024)