Online Platforms as a Modern Marketing Tool (Through the Example of the European Union)
https://doi.org/10.35854/1998-1627-2020-9-975-985
Abstract
Aim. The presented study aims to assess the impact of Internet platforms on the efficiency of commercial and economic activities of agents, through the example of the European Union (hereinafter — the EU).
Tasks. The authors consider the characteristics of the European Union’s marketplaces, assess the impact of social networks on consumer shopping habits, examine e-commerce statistics in the European Union and the initiatives taken by the EU to improve e-commerce.
Methods. This study uses general methods of cognition to identify the specific features of product promotion in the online space, analyze statistical indicators, and determine the relationship between the use of digital information processing channels and the demand for goods.
Results. Examination of marketplace platforms shows that they are not a perfect channel for promoting products online. However, their significance has been growing rapidly in recent years. Platform solutions such as mobile networks and social networks significantly increase online sales. However, online channels have both advantages and disadvantages, which the European Union solves by introducing supranational regulation of online sales agents.
Conclusions. Further improvement of e-commerce processes requires supranational regulation and consumer engagement to increase their awareness of the opportunities provided by e-commerce.
About the Authors
E. V. Moroz
National Research University Higher School of Economics
Russian Federation
Russian Federation
Ekaterina V. Moroz - Postgraduate Student
20 Myasnitskaya Str., Moscow, 101000
V. N. Zuev
National Research University Higher School of Economics
Russian Federation
Russian Federation
Vladimir N. Zuev - Doctor of Sciences (Economics), Professor, Professor of the Department of World Economy
20 Myasnitskaya Str., Moscow, 101000
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Review
For citations:
Moroz E.V., Zuev V.N. Online Platforms as a Modern Marketing Tool (Through the Example of the European Union). Economics and Management. 2020;26(9):975-985. (In Russ.) https://doi.org/10.35854/1998-1627-2020-9-975-985
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