Драйверы потребительского выбора на маркетплейсах для российского населения: экономия средств и ассортиментное разнообразие

Проблемы прогнозирования. 2025. Т. 213. № 6. С. 95–107.

Kuzminov Y., Kruchinskaia E.

In the context of pervasive digitalization, online platforms are becoming an important
element of everyday life – both in terms of frequency of use and the range of reasons for use.
Indeed, online platforms today increasingly act as channels of consumption, simplified through
the intermediary function on the part of the consumer and the seller. At the same time, afforda-
bility and product diversity are not considered in most studies as significant factors in improving
the economic situation of households. This study provides an indirect measure of the contribution
of marketplaces to consumer welfare based on cost savings and product range expansion. Surveys
of the population (N = 3000) and the upper-income group (N = 1000), conducted in 2024 by the
National Research University Higher School of Economics as part of the project “Consumption
and Economic Behavior of Households”, show that the possibility of saving money is a key factor
when choosing a marketplace for the majority of the population. The results of the study show
that marketplaces make a significant contribution to household well-being, either by providing
opportunities for savings or by better satisfying consumer demand. Both of these consumer be-
havior patterns indicate that intermediary consumption platforms are becoming an important
driver of household welfare improvements and, as a result, have an indirect positive impact on GDP.

Keywords: потребительский выбор, digital platforms, цифровая платформа, маркетплейс, marketplaces, consumer choice factors