THE TRANSFORMATION OF THE TRADE SECTOR IN THE REGION IN THE WAKE OF THE INTENSIVE DEVELOPMENT OF MARKETPLACES

  • E.V. Pisareva Rostov State University of Economics, Rostov-on-Don, Russia
DOI: https://doi.org/10.34680/BENEFICIUM.2024.2(51).80-87

Abstract

The purpose of the article is to substantiate the impact of intensive development of marketplaces on the transformation of the trade sector in the region using the example of Rostov-on-Don. The relevance of the study lies in identifying the specifics of consumer behavior involved in the trading process through online and offline purchases against the background of numerous offers from sellers formed by technical and technological platforms represented by marketplaces. The features of consumption both online and offline are highlighted, in particular, the results of a survey of customers directly in retail chains in Rostov-on-Don are presented. The analysis of statistical materials for the Rostov region in terms of studying the characteristics of the online and offline trade sector, the main economic indicators for the top marketplaces of Rostov-on-Don, the forecast and trends of their development in this region and the impact on the gross regional product. Approaches to the integration of digital online trading resources into offline retail networks are proposed in order to increase their customer orientation, personalize customer service and form digital literacy in the field of technical and technological trading tools for all subjects of the trading process.

Keywords: development of marketplaces, online sales technologies, transformation of the trading process

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About the Author

Ekaterina V. Pisareva – Dr. Sci. (Economics), Professor, Rostov State University of Economics, Rostov-on-Don, Russia. E-mail: ekaterina838@yandex.ru. SPIN РИНЦ 9852-4620. ORCID 0000-0002-2533-1303

For citation: Pisareva E.V. The Transformation of the Trade Sector in the Region in the Wake of the Intensive Development of Marketplaces // Beneficium. 2024. Vol. 2(51). Pp. 80-87. (In Russ.). DOI: 10.34680/BENEFICIUM.2024.2(51).80-87

Published
2024-06-10
Issue
No 2 (2024)
Section
TRANSFORMATION OF SOCIAL AND ECONOMIC SYSTEM