Marketplaces as dominant online sales channel in the context of comparative analysis of competitive advantages

Currently, marketplaces are the predominant sales channel in e-commerce, which can be recorded as a steady trend over a four-year period. The share of turnover of the two largest marketplaces operating in the e-commerce segment of the Russian Federation increased from 51 % in 2020 to 77 % in 2023. In January 2019, the indicator reached only 34 %. Under the current conditions, a comparative analysis of the competitive advantages of marketplaces, the leaders of the Russian market, is of research interest.