THE PRECONDITIONS FOR THE EMERGENCE AND DRIVERS OF MARKETPLACES DEVELOPMENT IN E-COMMERCE

##plugins.themes.bootstrap3.article.main##

##plugins.themes.bootstrap3.article.sidebar##

  Nina Pavlishyna

  Liudmyla Kot

Abstract

The virtual environment is getting closer to the person. From an information field designed for information exchange, it is transformed into a full-fledged business environment. A significant number of business processes today are conducted via the Internet, which necessitates an alternative approach to the organization of key aspects of management. The rapid development of technology leads to the emergence of novel forms of interaction between contractors, increases their range, involves not only manufacturers and buyers but also other companies, including logistics, banking, brokerage, into the processes, which leads to increased overall business activity. Intensification of business interaction leads to the emergence of new business models. In particular, the current stage is characterized by the transition from online stores to marketplaces, which are full-fledged trading platforms where there is supply and demand. The article examines the prerequisites for the emergence of marketplaces as one of the tools of digital marketing and provides a brief description of them. Thus, the analysis of the level of Internet penetration in the world and in Ukraine confirmed the course of digitalization of society. The study of analytical reports made it possible to confirm the rapid spread of access to the network and the involvement in the virtual environment of an increasing number of users in different age groups and from different regions. Such penetration allows to take into account globalization, eliminate barriers to access, and ensure greater involvement of counter-parties in market processes taking place in the network. The analysis of e-commerce indicators has confirmed the assumption that the intensity of use of e-commerce services correlates with the level of the Internet penetration. Joint analysis of the level of the Internet penetration and e-commerce data has revealed the key characteristics of the modern user of the network as a buyer. In particular, to outline his or her behavioral and consumer preferences, note the attitude to advertising, the desired level of service and the need to ensure data confidentiality. Drawing up a portrait of the consumer allows to understand his or her network activity and take it into account in the formation of communication, sales organization and product promotion. Tracking consumer activity also permits making a modeling impact on it, pushing the buyer to certain actions from information to purchase. Assessment of the current situation in Ukraine allows to predict a corresponding increase in activity in the field of electronic sales. The various business models used in e-commerce are considered, and their functionality is depicted. The key factors that led to the emergence of marketplaces are highlighted and the impact of each of them is considered separately. The classification of marketplaces according to different classification features is given and the advantages of use are outlined. The tendency to emergence of new formats of marketplaces and expansion of their functionality is revealed, which significantly increases the possibilities of users from the position of organization of work and ensuring circulation of information flows. The main drivers of formation of marketplaces in the world and Ukraine are singled out. The vector of their development is traced.

How to Cite

Pavlishyna, N., & Kot, L. (2020). THE PRECONDITIONS FOR THE EMERGENCE AND DRIVERS OF MARKETPLACES DEVELOPMENT IN E-COMMERCE. Baltic Journal of Economic Studies, 6(5), 137-147. https://doi.org/10.30525/2256-0742/2020-6-5-137-147
Article views: 36 | PDF Downloads: 19

##plugins.themes.bootstrap3.article.details##

Keywords

Internet, e-commerce, e-trade, consumer, marketplace

References

Anderso, C. (2008). The Long Tail. Why the Future of Business Is Selling Less of More. Hachette Book Group. Available at: https://dl.motamem.org/long_tail_chris_anderson_motamem_org.pdf (accessed: 10, July, 2020).

Bakharev, I. (2020). How the eCommerce market has changed over the past year: AdvantShop analytics. Available at: https://e-pepper.ru/news/kak-pomenyalsya-ecommerce-v-2019-2020-god-analitika-advantshop.html (accessed: 18, July, 2020).

Clement, J. (2019, 5 July). Online marketplaces. Statista. Available at: https://www.statista.com/topics/4827/online-marketplaces/ (accessed: 18, July, 2020).

Coleman, A. (2020). Intro: Data is the new oil. Available at: https://www.wolfgangdigital.com/kpi-2020/ (accessed: 19, July, 2020).

Cramer-Flood, E. (2020). Global Ecommerce 2020. Available at: https://www.emarketer.com/content/global-ecommerce-2020 (accessed: 17, July, 2020).

Eurostat Statistics Explained. (n.d.). Available at: https://ec.europa.eu/eurostat/statistics-explained/index.php/Glossary:E-commerce (accessed: 15, July, 2020).

EVO (n.d.). Available at: https://evo.company/ (accessed 10, July, 2020).

Factum Group Ukraine (FGU) (n.d.). Available at: https://factum-ua.com/ (accessed: 15, July, 2020).

Fareeha, A. (2019, December 20). 2019 ecommerce in review: U.S. online grocery sales. Available at: https://www.digitalcommerce360.com/2019/12/24/2019-ecommerce-in-review-online-grocery-sales/ (accessed: 18, July, 2020).

Global E-commerce Market Ranking 2019 (2019). Available at: https://www.worldretailcongress.com/__media/Global_ecommerce_Market_Ranking_2019_001.pdf (accessed: 17, July, 2020).

Hlinenko, L. & Daynovskyy, Y. (2018). State-of art and prospects of development of Ukrainian electronic commerce. Marketing and Management of Innovations, vol. 1, pp. 83–102. doi:10.21272/mmi.2018.1-06.

Hubber. IT-company (n.d.). Available at: https https://hubber.pro/ (accessed: 22, Juny, 2020).

Kemp, S. (2020, April, 23). Digital around the world in April 2020. Available at: https://wearesocial.com/blog/2020/04/digital-around-the-world-in-april-2020# (accessed: 10, July, 2020).

Lipsman, A. (2019). Global Ecommerce 2019. Available at: https://www.emarketer.com/content/global-ecommerce-2019 (accessed: 17, July, 2020).

National Bank of Ukraine (n.d.). Available at: https://bank.gov.ua/ua/statistic (accessed: 18, July, 2020).

OECD (The Organisation for Economic Co-operation and Development ). (n.d.). Available at: https://www.oecd.org/iaos2018/programme/IAOS-OECD2018_Item_3-D-1-Fayyaz.pdf (accessed: 15, July, 2020).

Prosovych, O., & Botsman, Y. (2018). Marketplace as a Digital Marketing Tool. Journal of Lviv Polytechnic National University. Series of Economics and Management Issues, vol. 5(897(6)),pp. 32–38. doi: 10.23939/semi2018.01.032.

Sergeeva, Y. (2020). All Internet statistics for 2020 - numbers and trends in the world and in Russia. Available at: https://www.web-canape.ru/business/internet-2020-globalnaya-statistika-i-trendy/ (accessed: 15, July, 2020).

Skeldon, P. (2020, July 02). 85,000 businesses launch online shops as B2C and B2B ecommerce surge in lockdown. Available at: https://internetretailing.net/themes/85000-businesses-launch-online-shops-as-b2c-and-b2b-ecommerce-surge-in-lockdown-21639 (accessed: 18, July, 2020).

Small business sentiment is improving. European Business Association (EBA) (2020). Available at: https://eba.com.ua/en/nastroyi-malogo-biznesu-pokrashhuyutsya/ (accessed: 18, July, 2020).

State Statistics Service of Ukraine. (n.d.). Available at: https://ukrstat.org/en (accessed: 18, July, 2020).

Stevanovic, I. (2020, January 29). ECommerce Statistics & the Industry’s Vibrant Future. Available at: https://kommandotech.com/statistics/ecommerce-statistics/ (accessed: 15, July, 2020).

The Ukrainian Internet Association (UIA) (n.d.). Available at: https://inau.ua/en (accessed: 08, July, 2020).

Think Forward 2020 (2020). Available at: https://wearesocial.com/uk/thinkforward-2020 (accessed: 08, July, 2020).

Tushin, V. (2020). Global development of e-Commerce: USA, China, Russia. Available at: https://new-retail.ru/business/e_commerce/globalnoe_razvitie_e_commerce_ssha_kitay_rossiya8732/ (accessed: 17, July, 2020).

Ukrainian Retail Association (RAU). (n.d.). Available at: https://rau.ua/ (accessed: 15, July, 2020).