Digital transformation of business processes of marketplaces as a direction for improving online trading

The article describes the main trends in the development of retail trade in recent years of its market functioning, including the development of online commerce, the increasing role of retail chains in the total volume of turnover and the development of marketplaces. The features of marketplaces as a modern format of online trade are considered and their differences from online stores are shown. Various types of marketplaces are characterized, their advantages for sellers and buyers are shown. The classification of business processes in marketplaces is given and the directions of their digital transformation are determined. The necessity of taking into account the features of various modern marketplaces when developing the main directions of digitalization of their current and strategic activities is proved. The advantages of marketplaces for sellers and buyers as the most promising format of both retail and wholesale trade are shown. Using the example of the business process “Organization of supplies and sales of goods on the marketplace”, the principles of developing digital business processes for marketplaces are shown, starting with the operation of registering and activating an account and ending with the sale of goods. At the same time, special attention is paid to the design of the offer as part of all the main sections. For personnel support of the process of digital transformation of business processes of marketplaces, a competence model of a marketplace manager is proposed, his job responsibilities are justified. In order to select such specialists for the marketplace, the necessity of using the services of recruiting agencies operating on a commercial basis and professionally engaged in the selection of applicants for vacant positions using a worldwide database of specialists is justified. It is concluded that the digital transformation of the business processes of marketplaces is a necessary condition for further improvement of their activities in the context of creating additional amenities for buyers and sellers, provided proper personnel support for this innovative project.