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Analyzing the Development of Marketplaces and Features of Consumer Behavior
Shumilo O. S., Bolotna O. V., Slepenko V. O.

Shumilo, Olha S., Bolotna, Oksana V., and Slepenko, Viktoriia O. (2025) “Analyzing the Development of Marketplaces and Features of Consumer Behavior.” Business Inform 11:754–754.
https://doi.org/10.32983/2222-4459-2025-11-754-754

Section: Management and Marketing

Article is written in Ukrainian
Downloads/views: 0

UDC 339.138: 658.8

Abstract:
The aim of the article is to examine the development of marketplaces, their advantages and challenges in the modern market environment, and to identify the characteristics of consumer behavior in the changing conditions of e-commerce. The nature of marketplace activities during the period of economic digitalization is explored. It is noted that the growth of marketplaces occurs based on the advancement of modern technologies and the creation of a competitive business environment. The development of marketplaces worldwide is analyzed using the research findings of Digital Commerce 360. It is determined that the current trend (shift to online commerce) is primarily driven by consumer behavior. According to the research, the leaders in the global market are Asian marketplaces. The rapid development of e-commerce, which has significantly influenced consumers’ approaches to the purchasing process, specifically, to the process of selecting and buying goods or services, which in a digital environment becomes more conscious, information-rich, and convenient, has been highlighted. The stages of consumer behavior during online purchases have been identified. Patterns of consumer behavior concerning motivation, preferences, and issues related to online shopping have been studied. Additionally, an analysis of the domestic online trade market has been conducted, noting the main domestic companies that are market leaders. The advantages and disadvantages of marketplaces at the current stage of economic development have been emphasized. Among the advantages are: access to a wide audience of sellers; a broad range of goods and services; convenience and saving of time and money for consumers; developed logistics services ensuring fast delivery, parcel lockers, pick-up points, and returns under uniform conditions; marketing tools: advertising, discounts, loyalty programs, recommendation algorithms, and personalization. Among the challenges studied are: high competition among sellers; risks of receiving low-quality or counterfeit products; sellers’ dependence on the online platform; commissions, sales percentages, payments for advertising, logistics, and product storage; a wide variety of products, which complicates purchasing decisions and reduces consumer satisfaction; delivery delays, and a complicated product return process. Future research directions in this area include examining the factors influencing the impact of online commerce on consumer behavior.

Keywords: e-commerce, marketing, marketplaces, consumers, consumer behavior.

Fig.: 6. Tabl.: 1. Bibl.: 19.

Shumilo Olha S. – Doctor of Sciences (Economics), Professor, Professor, Department of Marketing, Management and Entrepreneurship, V. N. Karazin Kharkiv National University (4 Svobody Square, Kharkіv, 61022, Ukraine)
Email: [email protected]
Bolotna Oksana V. – Candidate of Sciences (Economics), Associate Professor, Head of the Department, Department of Marketing, Management and Entrepreneurship, V. N. Karazin Kharkiv National University (4 Svobody Square, Kharkіv, 61022, Ukraine)
Email: [email protected]
Slepenko Viktoriia O. – Masters Student, V. N. Karazin Kharkiv National University (4 Svobody Square, Kharkіv, 61022, Ukraine)
Email: [email protected]

List of references in article

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