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Развитие электронной коммерции в России: влияние пандемии COVID-19
The purpose of the analytical report is twofold. First, it aims to provide an overview of drivers and barriers to the development of the e-commerce market in Russia. Second, the report answers the question whether the recent growth of the e-commerce market in Russia was due to the COVID-19 pandemic or due to the shift in consumer preferences for online shopping and hence changes in the shopping behaviour. To investigate the impact of the COVID-19 pandemic on the e-commerce market in Russia we conducted a research based on a longitudinal quantitative study which was carried out in the period from 2019 to 2021 with the sample of 4394 respondents. In detail, we focused on identifying factors that reflect consumer behaviour and changes in consumer behaviour in the e-commerce market before and during the COVID-19 pandemic. Based on the obtained finings we outlined key guidelines for online businesses and present avenues for future research related to consumer behaviour in the e-commerce market.