Optimization of the process of communication with customers when organizing sales on Internet platforms

Relevance. Currently, the field of online trading on Internet platforms is actively developing. Online resources allow customers to familiarize themselves with the assortment, read reviews based on them and personal preferences, make a choice and, in general, make purchases without leaving home. Marketplaces are becoming the main platform for online sales. The purpose of the research is to develop a model for optimizing the process of communication with customers when organizing sales on Internet platforms. Objectives: to study the theoretical aspects of the concept of "communication process in the marketplace"; to identify the key problems of the communication process between customers and the seller on the marketplace, to develop a project to optimize the business process of "Communication between customer and seller" in RTK; to form recommendations for optimizing the process of processing information from customers. Methodology. The research is aimed at implementing the tasks set and is based on a review of scientific research by national and international market participants and a statistical analysis of the functioning of online trading platforms. Results. During the analysis of the work of the communications department of RTK LLC, a method for automating the communication process between customers and the seller was proposed, namely, optimizing the process of processing customer feedback, while implementing an automated software product. Conclusions. There are a huge number of technologies that can be implemented into the work of brands engaged in sales on the marketplace, and now this is becoming the most relevant, as the number of sellers in the market increases and competition between them becomes stronger. Mastering new digital technologies will allow trading companies to radically change the business ecosystem, make it faster and more efficient in order to meet the changing needs of customers. Optimizing the process of communication with customers when organizing sales on Internet platforms will help reduce time costs and increase the efficiency of sales organizations.