The electronic trading platform: the new element of the chain for the creation of the retail trade values in the web space

Ekaterina V. Migol1
1 Национальный исследовательский университет «Высшая школа экономики», г. Москва

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Journal paper

Creative Economy (РИНЦ, ВАК)
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Volume 10, Number 10 (October 2016)

Citation:

Migol, E. V. (2016). The electronic trading platform: the new element of the chain for the creation of the retail trade values in the web space. Creative Economy, 10(10), 1139-1156. https://doi.org/10.18334/ce.10.10.36591

Indexed in Russian Science Citation Index: https://elibrary.ru/item.asp?id=27278066
Cited: 10 by 07.12.2023

Abstract:
The online commerce as the individual market segment becomes more attractive for both retail companies and manufacturing companies. At the same time, this business direction requires special tools for the analysis and development of special research approaches. This work reviews specific features of the Russian online commerce market and determines the new element of the value creation chain, that is the electronic trading platform, the existing approaches to the analysis of electronic trading platforms in academic studies are described and the comparative analysis of Russian trading platforms (Market.yandex.ru and Wikimart.ru) and the American ones (Amazon.com and Ebay.com) is given. It allows, on one hand, to determine general characteristics of electronic trading platforms and, on the other hand, to show possible sources of additional value in the electronic commerce as exemplified by real Russian and US companies.

Keywords: value chain, electronic trading platform, e-tailing

JEL-classification: L11, L20, L81

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