The E-Commerce Market in Russia in the Context of State and Development of Its Leading Segments

The growing importance of e-commerce in the domestic economy actualizes the importance and necessity of studying both its role in the global e-commerce market and its place in the structure of the Russian economy. The article discusses the trends and prospects for the development of the Russian e-commerce market. The purpose of the study was to verify the main vectors of e-commerce development in Russia based on the analysis of the functioning of the key segments of this market. The author of the article assesses the role of the Russian e-commerce market in global e-commerce. By comparing statistical data for 2022–2023, the structure and dynamics of e-commerce in Russia are analyzed in the spectrum of three main sectors — marketplaces, online pharmacies and eGrocery (specialized online stores and delivery services). Based on the results obtained, the key factors determining the further development of the selected segments of the e-commerce market in Russia are identified. Particular attention is paid to the verification of the phenomenon of phygital technologies and the characteristics of the practical use of this as an important factor determining the further growth and development of the e-commerce market in Russia. The results of the study may be useful for teachers, students, postgraduates, specialists interested in e-commerce issues, as well as for forecasting the prospects for further development of this market in Russia.