Crosschannel marketing communications as a factor of improvement of the Russian online stores'' Value

The current issues of e-commerce in Russia and in the world are described in the article. We paid special attention to the development of China's market and the largest holding Alibaba. Expansion of Chinese company is a serious obstacle for Russian online stores on condition of increasing cross-border trade volume. The article presents some arguments in favor of using cross-channel communications as the most corresponding to the modern consumer behavior. As a tool of value improvement of online store we offer information architecture design for the marketing communications.