Consumer behavior analysis on multi-vendor and niche marketplaces: characteristics and key demand factors in the Russian market

The article examines the characteristics of consumer demand on marketplaces through the lens of behavioral economics. The main focus is on analyzing differences in purchasing behavior between multi-vendor and niche marketplaces, which allows for identifying key factors influencing platform choice and purchasing decisions. The study is based on market analytics data and the results of an independent quantitative survey (n = 543) conducted among active buyers of Russian marketplaces, including representatives of men and women, various age groups, regions, and income levels. The author confirmed that the structure of consumer demand on marketplaces is shaped not only by price characteristics but also by factors related to user experience, trust in platforms, and technical features. Multi-vendor marketplaces, with their extensive product assortment, aim to meet mass demand, whereas niche platforms, due to their deep specialization, attract an audience with higher requirements for product quality and expert support. The analysis showed that consumers on multi-vendor platforms tend to prioritize convenience and price affordability, whereas on niche marketplaces, the key factors are product originality and the price-quality ratio. The author emphasizes the need for a flexible approach to marketplace management that considers the specifics of the target audience and its behavior. In the context of growing competition in the e-commerce market, these insights help platforms better adapt to audience needs, strengthen their market position, and improve customer satisfaction.