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Development of Marketplace Competition as a Driver of Ukraine’s Economic Recovery
Kolomiyets G. M., Riabovol D. A.

Kolomiyets, Ganna M., and Riabovol, Dmytro A. (2024) “Development of Marketplace Competition as a Driver of Ukraine’s Economic Recovery.” Business Inform 9:115–122.
https://doi.org/10.32983/2222-4459-2024-9-115-122

Section: Information Technologies in the Economy

UDC 339.138

Abstract:
Marketplaces are becoming one of the key players in the modern digital economy. The article analyzes their role and significance in relation to the development of competition in e-commerce in Ukraine. The aim of the study is to review the main directions of their impact on both the competitive environment and the development of small and medium-sized businesses. The main theoretical approaches to the classification of platforms and the study of competition in e-commerce are considered. Up-to-date statistical data on the dynamics of the development of online trade in Ukraine in recent years are provided, on the basis of which the growth of online sales despite significant economic and social challenges is stated. The features of the functioning of marketplaces in Ukraine are analyzed, allocating the competitive mechanisms through which sellers are attracted and the own profitability is maintained. The crucial role of marketplaces in fostering the development of small and medium-sized businesses through built-in features that give merchants access to a wide audience without the need for significant investments in their own digital infrastructure is verified. The importance of supporting local sellers and developing national digital solutions to increase the independence of Ukraine’s digital economy and reduce dependence on foreign platforms and solutions is outlined. The results of the study prove that marketplaces in general contribute to increased competition, while providing sellers with access to a wide audience and reducing barriers to entry. They also stimulate the improvement of the quality of service, optimization of pricing policy and expansion of the range of available goods and services. The findings emphasize the exclusive role of marketplaces as a catalyst for a number of processes of digital transformation of the Ukrainian economy. It is recommended to continue research on the effective regulation of their activities to prevent potential anti-competitive practices that may arise against the background of an oligopolistic market structure.

Keywords: marketplaces, e-commerce, competition, digital economy, small and medium-sized businesses.

Fig.: 2. Tabl.: 2. Bibl.: 19.

Kolomiyets Ganna M. – Doctor of Sciences (Economics), Professor, Professor, Department of Economic Theory and Economic Methods of Management, V. N. Karazin Kharkiv National University (4 Svobody Square, Kharkіv, 61022, Ukraine)
Email: [email protected]
Riabovol Dmytro A. – Postgraduate Student, Department of Economic Theory and Economic Methods of Management, V. N. Karazin Kharkiv National University (4 Svobody Square, Kharkіv, 61022, Ukraine)
Email: [email protected]

List of references in article

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