The impact of e-commerce on consumption in Russia
The article examines the change in consumer behavior in Russia in the context of online commerce. The purpose of the article is to give an idea of how changes in doing business on the Internet, online, and virtual environment affected the preferences of customers and formed a new model of behavior. Identify which key factors to consider when considering online purchases. How benefits for customers can turn into a threat to business. Large companies are opening up new frontiers of service and innovation in the fight for consumer attention. The rapid adaptation of customers to large brands does not allow small and medium-sized businesses to implement highquality service, fast delivery and other additional benefits for the customer so quickly. The relevance of this topic is related to the increasing influence of the modern Internet (hereinafter referred to as "online") market on consumers. Therefore, various technologies of payment systems, purchases, product search and other types of electronic commerce on the Internet are developing, consumer behavior is changing, and the number of opportunities for Internet access is increasing. Such changes affect the volume of sales, the formation of GDP, the emergence of new technological markets, and trading instruments. Currently, more and more people are starting to use the purchase of goods or services via the Internet. This is due to a number of factors that need to be taken into account: the degree of Internet coverage by region, the availability of a mobile phone or computer, the purchasing power in the country, the level of information technology literacy of different ages, the speed of the Internet, mobile communication, wireless network (Wi-Fi, etc.).