Structural analysis of Kazakhstan's e-commerce market participants in the B2C segment

The article examines the current trends in the development of the e-commerce market in Kazakhstan using the example of the B2C segment. The growth of online retail trade in Kazakhstan has been exponential over the past 3-4 years, and the activity of entrepreneurs in this segment has led to the rapid formation of the necessary infrastructure aimed at meeting consumer demand. The purpose of the study conducted by the authors is to analyze the main subjects of the e-commerce market in the dynamics of their development and influence on the state of the market. The study of agents of this market conducted by the authors using general scientific methods allowed us to identify the main trends and patterns of change in the structure of online services provided, the sale of goods via the Internet, and the improvement of payment and delivery methods. In addition, the authors focused on assessing the competitiveness of the market and identified trends in its monopolization. Despite the highly competitive nature of the e-commerce market, market pioneers have advantages that give them the opportunity to have a strong influence on the market, contributing to the emergence of potential barriers to entry in certain market segments. The results obtained allowed the authors to determine promising directions for the development of the B2C segment of the e-commerce market in Kazakhstan.