Subject. This article discusses the impact of digital platforms and marketplaces on the restructuring of the Russian consumer goods market and on price competition, range of goods, and models of consumer behavior. Objectives. The article aims to identify key economic, technological, and institutional factors of platforms influence, assess the scale of market concentration, and analyze the effectiveness of current regulation. Methods. For the study, I used comparative analysis, content analysis, and case study analysis. Results. The article finds that price asymmetry and improved quality of platform services create a sustainable preference for customers. Conclusions. Platforms improve consumer welfare through price pressure and expansion of the product line, however their long-term effectiveness is only possible with active antitrust oversight and disclosure of key data. The results of the study will be useful to retailers optimizing omnichannel strategies and regulators in clarifying the criteria for dominance and the requirements for algorithmic transparency.
Keywords: digital platform, marketplace, e-commerce, consumer goods market, competition
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