Keyword: «wildberries»

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.

Marketplaces have firmly entered the life of a modern person and have become a driver of small business growth. Russian marketplaces are multiplying, developing, covering all new sales markets, successfully competing with Western sites, where it has become extremely problematic for Russian entrepreneurs to place their products. Ignorance of the business and reputational risks of companies, misunderstanding of the consequences of certain conditions for the sale of products through marketplaces can lead to the loss of batches of products, increased costs, and a decrease in expected income. The leaders in terms of sales in Russia are three marketplaces: Wildberries, Ozon and Yandex market. All of them have their advantages and disadvantages, which may not be easy for a novice entrepreneur to figure out. The article provides a comparative analysis of the activities of three leading Russian sites from the point of view of their attractiveness for the seller and for the consumer based on the formed list of criteria. The conclusion is made about the leadership of Wildberries.