Онлайн-платформы как инструмент современного маркетинга (на примере Европейского союза)
Aim. The presented study aims to assess the impact of Internet platforms on the efficiency of com-
mercial and economic activities of agents, through the example of the European Union (hereinafter —
Tasks. The authors consider the characteristics of the European Union’s marketplaces, assess the
impact of social networks on consumer shopping habits, examine e-commerce statistics in the Euro-
pean Union and the initiatives taken by the EU to improve e-commerce.
Methods. This study uses general methods of cognition to identify the specific features of product
promotion in the online space, analyze statistical indicators, and determine the relationship between
the use of digital information processing channels and the demand for goods.
Results. Examination of marketplace platforms shows that they are not a perfect channel for promot-
ing products online. However, their significance has been growing rapidly in recent years. Platform
solutions such as mobile networks and social networks significantly increase online sales. However,
online channels have both advantages and disadvantages, which the European Union solves by intro-
ducing supranational regulation of online sales agents.
Conclusions. Further improvement of e-commerce processes requires supranational regulation and
consumer engagement to increase their awareness of the opportunities provided by e-commerce.