WILL MARKETPLACES BECOME A ALTERNATIVE TO SOCIAL NETWORKS?

The article is devoted to the issue of blurring the boundaries of differences between marketplaces and social networks. Social networks have been using internal platforms for selling products from official brand pages for at least a couple of years. At the same time, marketplaces are beginning to implement social media functions. This motivates users to spend more time in the app, which is why the end user’s path has changed. The article reviewed various studies: the share of media consumption in Russia, the dynamics of order growth in e-commerce, as well as the introduction of a new term in modern society – thinkscrolling. The advertising opportunities of the sites are studied, the mechanics of vertical videos are described in detail, as well as the main purpose of use. The study identified the difference between marketplaces and social networks and their main purpose for the user.