Адаптация бизнес-модели D2C для маркетплейсов на рынке электронной коммерции: факторы, влияющие на выбор продавцов

Вестник Московского университета. Серия 6: Экономика. 2024. Т. 59. № 5. С. 172–199.

В. В. Муратова, Е. Р. Шарко

In 2024, Russian marketplaces are experiencing a decline in the growth rate of sellers on their platforms due to the increasing trend towards the D2C (Direct-to-Consumer) distribution model. The objective of this study is to identify the main factors on sellers' choice of marketplaces to enhance strategies for attracting small and medium-sized enterprises (SMEs) to major Russian marketplaces, such as Ozon, Wildberries, Yandex.Market, and Megamarket. Current strategies employed by these platforms do not adequately address the needs and interests of SMEs, resulting in challenges in attracting new sellers. The authors have systematically categorized approaches to defining the D2C distribution model within the e-commerce market through 12 in-depth interviews and content analysis, and have identified factors influencing sellers' channel selection based on a sample of 443 respondents using factor analysis and confirmatory factor analysis (CFA). An assessment of the impact of these identified factors on sellers' choices between their own online platforms and marketplaces was conducted through regression analysis. The findings of the study culminate in a set of recommendations intended at adapting strategies for attracting sellers to e-commerce platforms, particularly marketplaces. These recommendations include the development of introductory courses for new sellers, media strategies to inform about marketplace opportunities, enhancement of support and consulting functions, reduction of entry barriers, provision of flexible marketing tools, loyalty programs for sellers, improved logistical support, and the organization of regular training events.

Keywords: малый и средний бизнес, электронная коммерция, medium-sized enterprises, e-commerce, маркетплейсы, marketplaces, D2C distribution model, strategy for attracting, D2C-модель, стратегия привлечения

Publication based on the results of: Mechanisms for Basic Business Model Adaptation to Industry Specifics and Changes in the External Environment (2024)