SPECIALIZED MARKETPLACE AS A PROMISING FORMAT OF E-COMMERCE

Abstract

The article reveals the preconditions for using a specialized (niche) marketplace. Its business model allows certain tasks such as electronic mediation for both buyers and sellers to be performed efficiently. It has been suggested that with current trends in the development of the e-commerce market, a niche marketplace is a promising and competitive format. The results of a study aimed at studying a specialized marketplace as an option for developing a business model of an electronic platform are presented. This marketplace can be considered as a possible source of growth and an example of focus strategy. The article shows that market trends form the prerequisites for the development of specialized marketplaces and increase their role in the e-commerce space. Despite the greater concentration in the marketplace market, the growth of barriers to entry, difficulties in promoting goods, problems with logistics, the business model remains attractive for new players due to a significant coordination and integration role, as well as three effects: electronic communication, electronic brokerage and electronic integration. It is shown that specialized marketplaces have both advantages and disadvantages. Focus strategies contribute to the enhancement of benefits through better industry understanding, greater customer focus, differentiated offer, service support, and in-depth customer experience. Prospects of a specialized marketplace business model are associated with a higher value of the market offer. Elements of value and the process of its creation are illustrated by the example of a furniture marketplace business model, which demonstrates the use of a focus strategy. It is concluded that the business model of a specialized marketplace is prospective. The most promising areas for further research of this e-commerce format in the current competitive situation are proposed.

Keywords: business model, marketplace, specialized marketplace, business strategy, e-commerce

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About the Authors

Daria I. Khlebovich – Cand. Sci. (Economics), Docent; Associate Professor, Baikal State University, Irkutsk, Russia. E-mail: daria.khlebovich@gmail.com. SPIN РИНЦ 7518-2543. ORCID 0000-0002-8908-2545. Scopus Author ID 57221438850

Irina V. Kordina – Independent Strategic Management Consultant, Baikal State University, Irkutsk, Russia. E-mail: irina12.01.96@gmail.com. SPIN РИНЦ 2993-4760

For citation: Khlebovich D.I., Kordina I.V. Specialized Marketplace as a Promising Format of E-Commerce // BENEFICIUM. 2023. Vol. 1(46). Pp. 51-59. (In Russ.). DOI: 10.34680/BENEFICIUM.2023.1(46).51-59