Prospects for growth in the e-commerce market
Importance Whereas the IT industry has been dynamically developing and innovative communication channels have emerged for the recent decade, it gives an impetus to a new business environment. Conventional business schemes have not been always effective in the current market circumstances. As businesses adopt electronic business management methods, it enhances the market position, expands distribution channels, improves the client service and communication with the target audience, and optimizes financial costs and time. Currently, it is especially relevant to investigate and project the e-commerce market trends. Objectives The research examines the current e-commerce market in Russia and forecasts key areas of the e-commerce market development. Methods I applied general scientific methods, i.e. analysis, synthesis, comparison, economic and marketing analysis. Results I determined the principal areas for the e-commerce market development, identified the specifics of its key segments, growth constrains and drivers. Conclusions and Relevance The e-commerce market is a mobile channel, which promptly responds to consumers’ requests and changes in their behavioral models. Thus, notwithstanding the economic crisis, this segment may remain effective and become the center of the emerging infrastructure. It concerns agencies, cloud services and tools to manage internet marketing.