Structural transformation of marketplaces: Factors declining efficiency for premium brands (2020–2025)

Aim. The work aimed to analyze the transformation of marketplaces from 2020 to 2025 and identify factors hindering the development of premium brands on these platforms.

Objectives. The work seeks to identify and characterize changes in the structure of consumer demand on marketplaces; assess the impact of the decline in average receipt amount on the positioning of premium brands; and develop strategic recommendations for high-end brands.

Methods. The study employed statistical analysis, comparative analysis, expert assessments, and analysis of secondary data from the Infoline agency and other research organizations.

Results. The study demonstrates a comprehensive transformation of marketplaces from 2020 to 2025, characterized by a significant decline in purchaser’ average receipt amount and changes in consumer behavior. Empirical data confirms that on leading Russian platforms such as Wildberries and Ozon, the average receipt amount is 1,080 and 1,760 rubles, respectively. This creates significant obstacles for premium brands and their effective positioning. The analysis also revealed that over 60% of marketplace sellers generate less than 100,000 rubles in monthly revenue, indicating the prevalence of low-margin business models and intensifying price competition in digital commerce.

Conclusions. The study revealed fundamental transformations in the marketplace ecosystem that are radically modifying the strategies of premium brands. The digital reality requires upmarket companies to take a fundamentally new approach to positioning, where technology and adaptability become key competitive advantages. A promising development direction is the creation of hybrid marketing strategies that integrate traditional brand values with innovative digital communication and sales tools. This will facilitate the formation of a fundamentally new model of target audience cooperation in the context of total digitalization of commercial processes.

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