Scholarly record

RUSSIAN E-COMMERCE PROSPECTS ON THE GLOBAL MARKET

S. Revinova

Abstract

Regarding information and communication technologies improvement, the global e-commerce market has already developed. This market almost has not geographical boundaries and is in demand 24 hours per day seven days a week. All countries pay attention to the electronic commerce development. E-commerce might be one of the drivers for the retail trade revival, improving competitiveness, and ultimately the development of the Russian economy. The article reveals the place of Russian e-commerce, determines trends and prospects of its development on the global market based on the retail e-commerce. The data from the Ecommerce Foundation, Eurostat, The Association of Internet Trade Companies and other open sources have formed the base for research. Regarding the e-commerce turnover, Russia ranks 10th in the world and 4th in Europe. The turnover of the Russian e-commerce continues to grow, but the growth rate has declined. The average bill of Russian e-shopper is much less than the world average bill and even has a decline. The growth in the number of Internet users has been and will remain, shortly, one of the factors for the e-commerce growth. For Russia, an attraction of new users is not so important as transfer them to the e-shoppers. A positive thing for the e-commerce will also be the involvement of young people, who are more loyal to the e-shopping. The Russian government also need to pay attention to the still existing digital regions disparity. Another trend of the e-commerce development is the increase of the mobile commerce market share. ?ross-border e-commerce has spread more and more in all countries. In Russia, the number of purchases from abroad is rapidly increasing. At the same time sales for abroad are at the low level. Internet companies should pay more attention to countries with a large share of the Russian-speaking population, neighbouring countries, countries of the former Soviet Union and the BRICS countries. We note that, although during last two years there is a decline in the growth, prospects of the Russian e-commerce in the world market are quite positive. Russian e-commerce has suppositions to increase its share in the global market.

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DOI resolver: doi.org/10.5593/SGEMSOCIAL2017/HB11/S12.120

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