Evaluating the impact of external factors on strategic positioning of the Russian marketplaces
Abstract. This article explores the impact of macroeconomic and digital factors on strategic positioning of marketplaces in the Russian e-commerce market. The primary focus is on assessing relationship between e-commerce volume and such indicators as GDP based on purchasing power parity and Internet penetration rate. The quantitative analytical meth-od is applied, incorporating both the correlation and regression approaches. Three regression models are developed - single-factor, basic two-factor, and alternative - in order to identify both structural and behavioral factors influencing development of digital trade. The results indicate that economic well-beingand population`s digital engagement are key drivers of growth, while marketplaces, in turn, play a systemic role in the industry`s structure. The proposed methodology can be applied to assess resilience of business models and forecast financial risks for leading online platforms.
Keywords: e-commerce, marketplaces, strategic positioning, macroeconomic factors, digitalization, regression analysis, correlation analysis.
Highlights:
- the volume of the e-commerce market in Russia significantly depends on the level of Internet penetration and digital infrastructure;
- macroeconomic indicators, especially GDP (PPP) and household income levels, have a substantial impact on the growth and strategic positioning of marketplaces;
- rising poverty and unemployment levels affect negatively online sales volume;
- the e-commerce market is becoming platform-centric, reinforcing the role of major marketplaces.
Vladimir A. Kunin - St. Petersburg University of Management Technologies and Economics, St. Petersburg, Russia, HSE University - St. Petersburg, St. Petersburg, Russia; Timur R. Torpishchev - HSE University - St. Petersburg, St. Petersburg, Russia