DOI: 10.3897/brics-econ.7.e162186

Authors: Vladislav Vertogradov

Abstract: This paper explores the development of competition in the Russian marketplace sector from 2016 to 2024. To assess market power and differences between major companies, the study uses Data Insight ratings, which include online sales volume, number of orders, and average order value. These indicators enabled the construction of a strength–variety (SV) matrix that integrates the Herfindhal–Hirschmann Index and the Linde Index. Drawing on Russian and international literature, this paper identifies four groups of factors underlying marketplace competitive advantages: pricing strategy, logistics, marketing and technological innovation. It then compares major market players, namely Wildberries, Ozon, Megamarket, AliExpress Russia, Yandex Market and Magnit Market, with respect to each of these factors. In the medium term, the combination of advanced technological solutions and flexible delivery services is expected to be the primary competitive axis, which suggests further research into the impact of digital transformation on market-share dynamics.

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