Marketplaces in Ukraine: 2022

Authors

DOI:

https://doi.org/10.31617/2.2022(43)02

Keywords:

marketplace, martial law, risk, marketing of partnership relations, e-commerce

Abstract

Introduction. In recent years, marketplaces have been an active participant in the global e-tailing market, the concept of which is supported by consumers, sellers and intermediaries (opera­tors of trading platforms), ensuring a high com­petitive position.

Problem. The war in Ukraine significantly complicates the functioning of marketplaces.

The aim of the study – to provide an extended classification of marketplaces, to identify the peculiarities of their development in Ukraine under martial law.

Methods. The methods of analysis and syn­thesis, logical generalization, grouping and com­parison are applied.

Results. The definition of a marketplace is proposed, a classification of marketplaces accor­ding to nine features is developed. The compe­titive positions of online platforms in global e-trade and the peculiarities of the functioning of mar­ketplaces in Ukraine under martial law, taking into account the risks that accompany it, are considered. As well as scenarios of further chan­ges of the pessimistic, realistic and optimistic character are given.

Conclusions. Marketplaces should be consi­dered from the point of view of the technology of the selling goods and providing services process and as one of the business models of e-commerce.

For the classification of marketplaces, it is proposed to use the following features: geo­graphy of activity, type of participants, type of trade, initiator of creation, form of activity orga­nization, access restrictions, specialization, method of monetization or financial interaction of par­ticipants, organization of order processing and goods delivery to the end consumer.

In the conditions of martial law, the sphere of electronic trade of Ukraine has undergone nega­tive changes, it is experiencing the manifestation of various of risks. 

Modern technologies and tools for imple­men­ting marketing of partnership relations for marketplace participants are offered.

Author Biographies

Olha KAVUN-MOSHKOVSKA, State University of Trade and Economics

PhD (Economics), Associate Professor, Associate Professor at the Department of Trade Business and Logistics

Maryna KOTOVA, State University of Trade and Economics

PhD (Economics), Associate Professor at the Department of Trade Business and Logistics

Alina NECHYPORUK, State University of Trade and Economics

PhD (Economics), Associate Professor at the Department of Trade Business and Logistics

References

Bilshist pokuptsiv u sviti viddaiut perevahu marketpleisam [Most buyers in the world prefer marketplaces]. allretail.ua. https://allretail.ua/news/76275-bilshist-pokupciv-u-sviti-viddayut-perevagu-marketpleysam [in Ukrainian].

Hlinenko, L. K., & Dainovskyi, Yu. A. (2018). Stan i perspektyvy rozvytku elektronnoi torhivli Ukrainy. [The state and prospects for the development of e-commerce in Ukraine]. Marketynh i menedzhment innovatsii – Marketing and innovation management, 1, 83-102 [in Ukrainian].

Marusei, T. V. (2018). Osnovni tendentsii rozvytku rynku elektronnoi komertsii v Ukraini [The main trends in the development of the e-commerce market in Ukraine]. Ekonomika i suspilstvo – Economy and society, 14, 1011-1015. https://economyandsociety.in.ua/journals/14_ukr/144.pdf [in Ukrainian].

Yatsenko, O. M., Hriazina, A. S., & Shevchyk, O. O. (2019). Elektronna komertsiia yak element hlobalnoi torhovelnoi systemy [Electronic commerce as an element of the global trade system]. Aktualni problemy ekonomiky – Actual problems of the economy, 8(218), 4-15 [in Ukrainian].

Abrams, K. (2019). Western Europe Ecommerce Trends in 2019. eMarketer Logo. emarketer.com. https://www.insiderintelligence.com/content/western-europe-ecommerce-trends-2019 [in English].

Abraham, J. (2018). Global Ecommerce Report. Ecommerce Foundation. https://anyflip.com/sxel/qxki/basic [in English].

Clement, J. (2019). Retail e-commerce sales worldwide from 2014 to 2023. Statista. 2019. statista.com. https://www.statista.com/statistics/379046/worldwide-retail-ecommerce-sales [in English].

Merton, K. The World’s Top Online Marketplaces 2020. webretailer.com. https://www.webretailer.com/b/online-marketplaces [in English].

Herpin, T. The biggest E-commerce markets in 2021. URL: https://www.ecommerce-nation.com/top-ecommerce-markets [in English].

Kotova, M. V., & Freiuk, O. V. (2021). Marketpleis: pidkhody do klasyfikatsii. [Marketplace: approaches to classification]. Hlobalizatsiini vyklyky rozvytku natsionalnykh ekonomik – Globalization challenges to the development of national economies: theses of the reports of the 4th International science and practice conference. (pp. 418-420) [in Ukrainian].

Prosovych, O. P., & Botsman, Yu. S. (2018). Marketpleis yak diievyi instrument tsyfrovoho marketynhu [Marketplace as an effective digital marketing tool]. Visnyk Natsionalnoho universytetu "Lvivska politekhnika". Seriia: Problemy ekonomiky ta upravlinnia – Bulletin of the Lviv Polytechnic National University. Series: Problems of economics and management, 897(2), 32-38 [in Ukrainian].

Nikolaienko, I. V., & Ivanova, O. I. (2021). Klasyfikatsiia marketpleisiv za kharakternymy oznakamy [Classification of marketplaces according to characteristic features]. Visnyk ONU imeni I. I. Mechnykova – Bulletin of I. I. Mechnikov ONU, 2(87), 40-45 [in Ukrainian].

Zabashtanska, T. (2021). Suchasni pidkhody do funktsionuvannia marketpleisiv v umovakh tsyfrovizatsii [Modern approaches to the functioning of marketplaces in conditions of digitalization]. Marketynhova osvita v Ukraini: zb. materialiv V Mizhnar. nauk.-prakt. internet-konf. – Marketing education in Ukraine: materials V International science and Practice Internet Conference. (pp. 190-192) [in Ukrainian].

Chmil, H. L. (2021). Transformatsiia prostoru funktsionuvannia biznes-struktur pid vplyvom tsyfrovizatsii: vymir marketpleisiv [Transformation of the space of functioning of business structures under the influence of digitalization: dimension of marketplaces]. Visnyk KhNAU im. V. V. Dokuchaieva. Seriia: Ekonomichni nauky – Bulletin of the KHNAU named after V. V. Dokuchaeva. Economic sciences series, 1, 391-405 [in Ukrainian].

Kovshova, I. O., & Hlumilina, M. O. (2021). Marketynhove koryhuvannia povedinkovykh stereotypiv spozhyvachiv na rynku marketpleisiv Ukrainy [Marketing adjustment of behavioral stereotypes of consumers in the marketplace of Ukraine]. Pidpryiemnytstvo i torhivlia – Entrepreneurship and trade, 29, 20-27 [in Ukrainian].

Nazarenko, S. A, & Nosan, N. S. (2021). Marketynhove koryhuvannia spozhyvchoho popytu v Ukraini: vymir marketpleisiv [Marketing adjustment of consumer demand in Ukraine: dimension of marketplaces]. Ekonomika ta suspilstvo – Economy and society, 32. https://doi.org/10.32782/2524-0072/2021-32-28 [in Ukrainian].

Chong, Woon Kian, Tadjouddine, Emmanuel M., Tan, Boon Leing, & Shafaghi, Mathew. (2011). On Developing Interoperable B2B e-Commerce Models for SMEs. International Conference on E-business, Management and Economics, 3, 243-248. IACSIT Press, Hong Kong [in English].

Shafa.ua: marketpleis bez knopky "kupyty" [Shafa.ua: marketplace without a "buy" button]. vlasnasprava.ua. https://vlasnasprava.ua/shafa-ua-marketplejs-bez-knopki-kupit [in Ukrainian].

Abdullai, Besim, & Nuredini, Bashkim. (2020). B2B or B2C, this is the question: A case study over implementation of B2B and B2C models in the same sector and a cross-company e-business model evaluation. UBT International Conference, 487. https://knowledgecenter.ubt-uni.net/conference/2020/all_events/487 [in English].

Shopping locations that shoppers worldwide prefer to shop at for first-time and repeat purchases as of July 2019. statista.com. https://www.statista.com/statistics/897678/online-shopper-preference-for-first-time-repeat-purchases-platform-global [in English].

Most popular online marketplaces according to online sellers in the United States as of January 2021. statista.com. https://www.statista.com/statistics/448892/leading-online-marketplaces-sellers-usa [in English].

Prodazhi na marketpleisakh stanovliat ponad 60% svitovoho rynku elektronnoi komertsii [Sales on marketplaces make up more than 60% of the global e-commerce market]. allretail.ua. https://allretail.ua/news/76898-prodazhi-na-marketpleysah-stanovlyat-ponad-60-svitovogo-rinku-elektronnoji-komerciji [in Ukrainian].

"Koly pochalasia viina, my buly v naihirshii formi". Pershe "voienne" interviu spivvlasnyka Rozetka Vladyslava Chechotkina ["When the war started, we were in the worst shape." The first "military" interview of Rozetka co-owner Vladyslav Chechotkin]. forbes.ua. https://forbes.ua/company/koli-pochalasya-viyna-mi-buli-v-naygirshiy-formi-pershe-voenne-intervyu-spivvlasnika-rozetka-vladislava-chechotkina [in Ukrainian].

Diahnostuvannia stanu ukrainskoho biznesu pid chas povnomasshtabnoi viiny Rosii z Ukrainoiu Analitychnyi zvit [Diagnosing the state of Ukrainian business during the full-scale war between Russia and Ukraine Analytical report]. https://gradus.app/documents/188/BusinessInWar_Gradus_KSE_Report_30032022_ua.pdf [in Ukrainian].

Shcho vidbuvaietsia z e-commerce v Ukraini pid chas viiny [What happens to e-commerce in Ukraine during the war]. ua-retail.com. https://ua-retail.com/2022/07/shho-vidbuvayetsya-z-e-commerce-v-ukra%d1%97ni-pid-chas-vijni [in Ukrainian].

Ukraine refugee situation. Operational Data Portal. https://data.unhcr.org/en/situations/ukraine [in English].

"My skorotyly 430 liudei, tse blyzko 30% komand". Spivvlasnyk EVO Mykola Paliienko – pro potochnyi stan proiektiv i zatiazhnu viinu v Ukraini ["We cut 430 people, that’s about 30% of the teams." EVO co-owner Mykola Palienko – about the current state of projects and the protracted war in Ukraine]. dou.ua. https://dou.ua/lenta/articles/how-are-you-evo [in Ukrainian].

Foponomika: yak pratsiuie ukrainskyi biznes pid chas viiny [Foponomics: how Ukrainian business works during the war]. opendatabot.ua. https://opendatabot.ua/analytics/foponomics-in-war [in Ukrainian].

Insider Intelligence Why Small Businesses Could Benefit from the Launch of Facebook Shops. insiderintelligence.com. https://www.insiderintelligence.com/content/why-small-businesses-could-benefit-launch-of-facebook-shops [in English].

Key figures on Facebook Marketplace and Facebook Shops worldwide as of 1st quarter 2021. statista.com. https://www.statista.com/statistics/1275844/key-figures-facebook-marketplace [in English].

Doslidzhennia Promodo: yak zminyvsia ukrainskyi e-sommerce vid pochatku viiny [Promodo research: how Ukrainian e-commerce has changed since the beginning of the war]. ua-retail.com. https://ua-retail.com/2022/07/doslidzhennya-promodo-yak-zminivsya-ukra%d1%97nskij-e-sommerce-vid-pochatku-vijni [in Ukrainian].

Interes do onlain-shopinhu zmitsniuietsia: yak zminyvsia top-25 saitiv UAnet u chervni 2022 roku [Interest in online shopping is growing: how the top 25 UAnet sites changed in June 2022]. rau.ua. https://rau.ua/novyni/top-25-sajtiv-uanet-u-chervni [in Ukrainian].

Published

2022-09-23

How to Cite

KAVUN-MOSHKOVSKA О. ., KOTOVA М. ., & NECHYPORUK А. . (2022). Marketplaces in Ukraine: 2022. NTERNATIONAL CIENTIFIC-RACTICAL OURNAL OMMODITIES ND ARKETS, 43(3), 19–36. https://doi.org/10.31617/2.2022(43)02

Issue

Section

LOGISTICS AND SUPPLY CHAIN MANAGEMENT