ORGANIZATION AND DEVELOPMENT OF LARGE ONLINE MARKETPLACES IN THE RUSSIAN FEDERATION

The relevance of the study is due to the increasing contribution of large marketplaces Wildberries and Ozon to the formation of the total volume of online sales and trade turnover in Russia. The purpose of the study consists in identifying the main features and development trends of large marketplaces in Russian Federation. Authors show the theoretical aspects of large marketplaces’ working processes, find out that Wildberries and Ozon in 2024 generated more than 70% of the total number of orders and 50% of the total volume of retail online sales in Russia, strengthening their dominance compared to other marketplaces (Yandex.Market, Megamarket, Aliexpress). Large marketplaces make large-scale investments in physical and digital infrastructure, use an ecosystem approach to increase competitiveness, offer inancial and banking services, service packages for the available goods. The dominance of large marketplaces in Russia will remain in future, personalized sales based on digital technologies will become increasingly important. Also expansion into the markets of friendly countries will allow small and medium-sized enterprises to establish export deliveries with lower costs and risks.