Multicategory marketplaces in Russia: assessment of current development trends

Digitalization of the Russian economy brings the problem of the development of multicategory marketplaces to a new level. The growth in the number of Internet providers and Internet users, the growth in the number of digital mobile devices allows marketplaces to build omnichannel communications with consumers in the segments of food and non-food products. The trends of recent years reflect the redirection of consumer flows towards online trading on the sites of large marketplaces. It is established that the main incentive that increases competition between marketplaces is the technological diversification of digital services and the range of goods. The purpose of the study is to analyze current trends in the development of multicategory marketplaces in the Russian Federation. The assessment of the reliability of the presented results is based on an integrative approach, methods of analysis and synthesis of scientific literature, analysis of statistical data. The role of multicategorical marketplaces for small business organizations (marketing, logistics, storage, consulting, mediation) has been clarified. The factors that reduce the stability of marketplaces are systematized. It is established that the majority of multicategorical marketplaces at the present stage conduct non-profitable activities.