Marketplace Trends and Industry Expertise in Russia

Abstract

The article examines the marketplace market in Russia, highlighting its significance in the economy, the growth of digital commerce, as well as key market trends and challenges. The study aims to analyze current trends, competitiveness mechanisms, and forecast the industry’s development amid digital transformation. Its relevance is defined by the increasing share of marketplaces in the country’s GDP (3.8% in 2023), their impact on economic and consumer behavior transformation, and the ongoing development of legislation on the “platform economy”. The methodology includes analyzing open data, reports from analytical agencies (Rosstat, Data Insight), expert interviews, proprietary research, and observations. Eleven in-depth interviews with industry experts provided new insights into consumer behavior, the development of niche and universal marketplaces, particularly B2B, and the role of technologies, including artificial intelligence and Big Data, in personalization and pricing. The results indicate that Russian marketplaces will continue to strengthen their positions in both domestic and international markets (APAC, CIS, GСС). Key growth drivers will include the development of logistics and payment infrastructure, the integration of financial services like BNPL, support for small and medium-sized enterprises, and the adoption of analytical and advertising tools. Competition will focus on fractional market shares among major players, with regional and international expansion, innovation, banking, and logistics emerging as decisive factors. The share of marketplaces in GDP is expected to grow further, reaching 12–14 trillion rubles and 5.5–6% of Russia’s GDP by the end of 2025. In conclusion, the article emphasizes the strategic role of digital commerce in Russia’s economy, its contribution to export potential, and the digitization of the economy. Further research is recommended to explore the impact of government regulation and global economic trends on Russian platforms.