Subject. Online trading has shown unprecedented growth over the past few years. This crisis year, due to the coronavirus pandemic, has created an additional impetus for this line of business and enabled to assess the benefits of online commerce by the people, who were previously skeptical about it. Currently, online sales opportunities are expanding, and distribution channels are becoming more diverse. Objectives. The purpose of the study is to build an understanding among buyers of the difference between various trading platforms designed to purchase consumer goods within the framework of online trading. Methods. We employ methods of comparative analysis, factor and rating methods. The survey serves as the main methodology of the study. Results. We analyzed key trends in the development of online trading in the consumer goods market, considered the main online trading platforms, unveiled their advantages and disadvantages. The survey identified major problems in understanding the difference, specifics, and preferences, when choosing a particular trading platform by online buyers. Conclusions. Detailed knowledge of the essence, features and specifics of the organization of various online trading platforms will permit sellers and buyers of goods and services to better understand pros and cons of each of them. It also will contribute to effective sales promotion and the purchase of goods on on preferential terms.
Keywords: marketplace, aggregator, online shop, Internet trading, popularity
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