The Structural and Territorial Characteristics of the Manifestation of Consumer Commitment to the Largest B2C Marketplaces in the World

• Main Author: Kavun-Moshkovska Olha O.
• Format: Article
• Language: English
• Published: Research Centre of Industrial Problems of Development of NAS of Ukraine 2020-07-01
• Series: Bìznes Inform
• Subjects: marketplace; structurally-territorial characteristics; consumer attachment; site; commodity specialization
• Online Access: https://www.business-inform.net/export_pdf/business-inform-2020-7_0-pages-16_22.pdf

The article is aimed at researching the structural and territorial characteristics of the largest marketplaces in the world electronic retailing and determining the features of the consumers’ attachment to them. A systematization and analysis of works of domestic and foreign scholars showed that the studies on the structural and territorial peculiarities of the development of electronic retailing of the world in the context of the place of marketplaces therein are paid insufficient attention. As a result of the carried out research it is determined that gradually the marketplaces become powerful players in the market of world electronic retailers – in 2019, they provided more than 50% of online sales, the next years are expected to increase this indicator. As of today, the marketplaces include the platforms that offer mainly universal assortment of goods (61,6% of all structures), covering different market segments. The universal marketplaces also occupy leading positions as to the level of attendance – 92,15% of the total visits to the sites. The analysis showed that the largest number of markets is located in Europe (35,4%) and North America (28%), but the leaders in terms of the level of attendance are platforms from East Asia. It is determined that among the leading marketplaces two business models are common: classical and combined (a combination of an online store with a classic trading platform). According to the results of the study, the role of marketplaces as generators of an increase in the incomes of business entities in the sector of electronic retail trade, along with an increase in their geography and scope of activity, is forecasted. Prospect for future research in this direction be the study of regional peculiarities of the development of marketplaces, including in the B2B sector.