Features of regulation of e-commerce as an element of a modern paradigm of industry management

The current stage of development of the trade and economic sectors is characterized by galloping rates of growth in e-commerce turnover, an increase in the share of e-commerce in the macroeconomic indicator of retail turnover, and the infiltration of digital technologies in the demand satisfaction model. The COVID-19 pandemic has become a catalyst for the strengthening of the role of digital services in the processes of pre-sale communications, the process of buying and selling itself, as well as the post-sale interaction between the seller and the buyer. It is the Internet channels that become the main ones in the interaction in the B2C model. The basis for regulating the relationship between the seller and the buyer in the offline format is formed and understandable for market participants. At the same time, in terms of antimonopoly regulation of digital markets, the digital sphere of commodity circulation, the information field, today there are a lot of unresolved issues. Within the framework of building a modern paradigm of trade management as a whole, mechanisms for regulating the e-commerce segment are being built. The Federal Antimonopoly Service has developed bills that make up the «fifth antimonopoly package», which form a regulatory mechanism in the digital economy. At the same time, this set of tools in the latest edition depletes preventive measures to exclude the possibility of violating the Federal Law «On Protection of Competition» in relation to digital platforms used by modern market players. The author’s assessment of the need to take into account search and social networks, messengers, that is, platforms that formally do not have a payment location, in the designated “fifth including, develops the paradigm of management of the trade industry as a whole.