Женское лицо электронной торговли: мотивы выбора работы на маркетплейсах

Женщина в российском обществе. 2023. № 1. С. 63–78.

Chilipenok Y., Gaponova O., Osipova O.

The article presents the results of the study of the motives that drive women to choose working on the marketplaces as a modern career trajectory. The empirical base of the study comprises 614 interviews with women who completed the e-commerce training provided by the Wildberries online school. It was concluded that the following three groups of motives are defining: 1) wanting to start one’s own business, realize one’s own project without large start-up costs, or develop an existing business by going online; 2) wishing to increase one’s income and be financially independent from one’s husband; 3) wanting to be able to work regardless of one’s location and have a flexible schedule, which is a very popular motive nowadays. Another finding was that e-commerce is currently playing an important role in solving the problem of narrowing the gender gap and fully including women in the development of the digital economy.

Keywords: электронная торговля, занятость женщин, цифровая экономика, e-commerce, digital economy, маркетплейсы, women's employment, gender gap in labor market, marketplaces, гендерный разрыв на рынке труда