Marketplaces in Ukraine: 2022
DOI:
https://doi.org/10.31617/2.2022(43)02Keywords:
marketplace, martial law, risk, marketing of partnership relations, e-commerceAbstract
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.
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