The role of digital analytics tools in e-commerce development

Kozyrev A. V.1
1 Российский экономический университет имени Г. В. Плеханова

Journal paper

Journal of Economics, Entrepreneurship and Law (РИНЦ, ВАК)
опубликовать статью | оформить подписку

Volume 15, Number 2 (February 2025)

Citation:

Abstract:
The article examines online analytics platforms that provide their users with broad capabilities for market analysis and business automation in the digital marketplace environment. On the example of a typical cycle for launching a new product position in a marketplace, the potential of such analytics platforms is analyzed. The value of various tools is demonstrated on business cases from both novice and experienced e-commerce businessmen. Based on the author's personal experience, expert interviews, and statistical data on the marketplace ecosystem in Russia, conclusions about the role of digital analytics tools in accelerating the acquisition of valuable data, launching and scaling an online commerce business, and generally reducing barriers to entry for novice businessmen are drawn.

Keywords: small business, commodity business, marketplace, Wildberries, Ozon, analytics, market research

JEL-classification: L26, L81

References:

Balakshin I. S. (2024). Biznes-modeli marketpleysov: klassifikatsiya, tipologiya i osobennosti [Marketplace business models: classification, typology, and characteristics]. Journal of Economics, Entrepreneurship and Law. 14 (6). 2855-2874. (in Russian).

Dmitrienko Yu. Ya. (2023). Marketpleysy segodnya: legkiy biznes ili lovushka dlya novichkov [Marketplaces today: easy business or trap for beginners]. The young scientist. (7). 110-113. (in Russian).

Dolgan A. R. (2024). Agregatory (marketpleysy) kak novyy vid predprinimatelskoy deyatelnosti [Aggregators (marketplaces) as a new type of entrepreneurial activity]. The young scientist. (3). 349-351. (in Russian).

Dubrovin M. S., Anisimov A. Yu. (2024). Instrumenty realizatsii marketingovyh strategiy marketpleysov [Tools for implementing marketing strategies of marketplace]. Vestnik Akademii znaniy. (3). 755-758. (in Russian).

Glinnik E. P., Sokolova D. A., Sabolevskaya Yu. A. (2024). Osobennosti realizatsii tovarov cherez marketpleysy [Features of the sale of goods through marketplaces] Actual problems of accounting, economic analysis and financial and economic control of the organization's activities. 28-31. (in Russian).

Ilyashenko C.B., Deputatova E.Yu., Kurisheva O. A. (2023). Klyuchevye problemy torgovli na marketpleysakh [Key problems of trading on marketplaces]. Economic systems. 16 (4). 60-72. (in Russian). doi: 10.29030/2309-2076-2023-16-4-60-72.

Kanchukoev V. O., Khatsukov M. Kh. (2023). Marketpleys segodnya: analiz i otsenka servisov analitiki [Marketplace today: analysis and evaluation of analytics services] Science, education and business: a new perspective or strategy of integration interaction. 84-89. (in Russian).

Novikova G. A. (2024). Marketpleysy v Rossii: novaya era elektronnoy torgovli [Marketplaces in Russia: a new era of electronic commerce] Achievements in science and education 2024. 86-87. (in Russian).

Solodchenkova O.A., Dedov E.G., Mikhalchenkova S.N. (2023). Multikategoriynye marketpleysy v Rossii: otsenka sovremennyh tendentsiy razvitiya [Multicategory marketplaces in Russia: assessment of current development trends]. Vestnik Altayskoy akademii ekonomiki i prava. (1). 135-140. (in Russian).

Starostina D. S. (2024). Marketpleysy i ikh rol v razvitii internet-ekonomiki [Marketplaces and their role in the development of the Internet economy] Youth and science: a step towards success. 203-206. (in Russian).

Sycheva K. A., Dolganina K.L., Kramskaya V. N. (2024). Marketpleysy kak prostranstvo vozmozhnostey dlya sovremennogo biznesa [Marketplaces as a space of opportunities for modern business] Student Scientific Spring 2024. 239-241. (in Russian).

Usachev I. N. (2023). Kharakteristika deyatelnosti marketpleysov v Rossii [Characteristics of the activities of marketplaces in Russia] Socio-economic development of Russia: problems, trends, prospects. 245-250. (in Russian).

Zakirova, D. F. (2024). Marketpleysy kak sovremennyy kanal marketingovogo prodvizheniya i sbyta [Marketplaces as a modern channel of marketing promotion and sales]. Ekonomicheskiy vektor. (2). 192-195. (in Russian).

Zatonskaya V. A., Atroshenko A. O., Zharkova I. A., Soloveva I. A. (2024). Marketpleysy v Rossii i mire: sovremennoe sostoyanie i perspektivy [Marketplaces in Russia and the world: current state and prospects] Smart technologies in the modern world. 67-72. (in Russian).

Zinina O.V., Olentsova Yu.A. (2024). Razrabotka algoritma raboty s marketpleysami [Algorithm development for working with marketplaces]. Sotsialno-ekonomicheskiy i gumanitarnyy zhurnal Krasnoyarskogo GAU. (2). (in Russian).

Страница обновлена: 12.03.2025 в 11:54:46