Transformation of Marketplaces’ Role

The purpose of the article is to identify the changing role of marketplaces in the conditions of their increasing market share, as well as taking into account the evolution of marketplaces from a showcase to the main platform for the development of businesses of various sizes, including small businesses. Special attention in the article is paid to the support of small and medium-sized businesses, which are taken over by foreign marketplaces, but so far Russian marketplaces are not actively doing it. In Russia, marketplaces account for about 70% of online orders and about 40% of the turnover of all online trade, and the three largest sites account for 42% of turnover. Taking into account the increasing popularity of marketplaces and the attraction of an increasing number of sellers by them, the problem of providing sufficient support to sellers becomes urgent, which involves not only training in the basics of trading, but also financial literacy, working with analytical reporting, as well as mentoring. In this matter, marketplaces-leaders should assume a dominant role, which will make it easier to enter and work on platforms.