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Author

S. Zhironkin

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2026

TRANSFORMATION OF THE RUSSIAN E-COMMERCE MARKET: MARKETING TRAPS OF PLATFORMS AS SYSTEMIC STRATEGIES FOR CREATING DEPENDENCY

This article examines the transformation of the Russian e-commerce market from 2016 to 2025. A key contradiction is identified: despite continued growth in online sales volume and the number of orders, a steady outflow of small and medium-sized sellers from marketplaces is being recorded, and the number of business liq...

O. Aleshina, S. Zhironkin, E. Shcherbenko et al. · 0 citations

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