Keyword: «ozon»

In modern realities, marketplaces represent the leading form of online commerce. Thanks to marketplaces, the end consumer develops a behavioral stereotype associated with trust in online shopping. By developing their platforms, marketplaces contribute to the development of the entire e-commerce market. Marketplaces are forming a new business model available for many areas of activity. The article compares the two largest operating marketplaces in Russia: Wildberries and Ozon in order to answer the question of which platform is preferable for starting a business in the field of online sales.

The article is devoted to the study of the impact of embedded financial services on the competitiveness of Russian marketplaces. It examines the main stages of the evolution of the integration of financial products into e-commerce, the advantages and risks of such innovations. Special attention is paid to successful examples of Russian marketplaces, such as Ozon, Wildberries, and Yandex, as well as the problems of legal regulation and technological support for embedded financial services.