UDC 339.138
DOI: 10.36871/ek.up.p.r.2021.11.04.010

Authors

M. I. Maksimov,
A. A. Rogovaya,
Plekhanov Russian University of Economics, Moscow, Russia

Abstract

The COVID-19 pandemic, which has already become the reason for the reformatting of the business environment for a large number of markets and industries, remains one of the key factors of the modern socio-economic agenda. The measures that are being taken at the state level and several supranational structures, with rare exceptions, do not bring significant and sustainable results either in the field of economics or in reducing the incidence of the population. In this regard, it becomes extremely interesting to analyze the solutions that are developed and implemented by the business community to overcome the negative effect of the pandemic and the possible development of companies and industries even in such unfavorable conditions. The main emphasis in the work will be made on increasing the importance of using digital technologies and Internet platforms as relevant drivers of business development. Namely: how platform solutions can stimulate the level of sales of consumer goods and the provision of services to the population of Russia. According to the authors' study, the period of self-isolation regime introduced in Russia in the spring of 2020 became a breakthrough in the development of the Internet sales sphere. In just a few months, the pandemic brought millions of new users to the Russian online trading network and strengthened the position of businesses already involved in the Internet trading system. The reasons for these phenomena, as well as the prospects for the development of the e-commerce sector, became the object and subject of the presented article.

Keywords

online trade, e-commerce, online format, online platform, offer personalization, logistics network, retailers.