Ekaterina V. MigolPublished in:
Creative Economy
– Volume 10, Number 10 (October 2016)

JEL classification: L11, L20, L81

Keywords: e-tailing, electronic trading platform, value chain


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Abstract:

The online commerce as the individual market segment becomes more attractive for both retail companies and manufacturing companies. At the same time, this business direction requires special tools for the analysis and development of special research approaches. This work reviews specific features of the Russian online commerce market and determines the new element of the value creation chain, that is the electronic trading platform, the existing approaches to the analysis of electronic trading platforms in academic studies are described and the comparative analysis of Russian trading platforms (Market.yandex.ru and Wikimart.ru) and the American ones (Amazon.com and Ebay.com) is given. It allows, on one hand, to determine general characteristics of electronic trading platforms and, on the other hand, to show possible sources of additional value in the electronic commerce as exemplified by real Russian and US companies.

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