Organization and Development of Large Online Marketplaces in the Russian Federation

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Analysis shows significant growth in retail online sales by large marketplaces, indicating market expansion opportunities for small enterprises.

Retail online sales are largely driven by dominant players like Wildberries and Ozon, which together account for over 50% market share.
The ecosystem approach enhances competitiveness through investments in digital infrastructure and service offerings.
Market expansion strategies will enable small and medium-sized enterprises to reduce costs while entering new markets.
The trends point towards sustained growth and importance of personalized sales in the marketplace future.

Minakov et al. (2025) studied this question.

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Analysis shows significant growth in retail online sales by large marketplaces, indicating market expansion opportunities for small enterprises.