E-commerce development as a business trend and driver of e-commerce analytics

Subject. The article discusses the promotion of e-commerce in the context of the development of digitalization, its features and trends in the modern economy of the Russian Federation. Objectives. The purpose is to explore the process of e-commerce development as a reflection of the global trend of Russian business, analyze e-commerce in Russia, assess the impact of its formation as an advanced business area, on the development of analytics. Methods. The study rests on general scientific methods like analysis, synthesis, comparison, generalization. Results. The study enabled to clarify the essence, identify prerequisites, and characterize the importance of e-commerce in the modern economy. It demonstrated an inextricable link between the development of e-commerce, global digitalization, and digital transformation of business, defined the advantages of e-commerce that determine the attractiveness of this business model. Furthermore, it offered an analytics toolkit in the form of a set of key performance indicators for marketplaces. Conclusions. The findings will contribute to the formation of a comprehensive dynamic information picture of the e-commerce sector, online retail, and marketplaces in Russia, and the improvement of analytical support to the activities of economic entities in the framework of e-commerce.