Subject. This article discusses the development of digital platforms and the problem of achieving operational efficiency under internal business constraints. Objectives. The article aims to develop an approach to managing a search system that takes into account both the probabilistic nature of consumer behavior and the internal constraints of the digital platform, and based on this approach, propose to formalize a set of requirements for the marketplace search system. Methods. For the study, we used the general scientific research methods and structural analysis, modeling, and optimization. Results. The article presents the author-developed and formalized search engine management model that takes into account various parameters, and it proposes a mechanism for monitoring and adaptive adjustment of search algorithms and business constraints, which includes comparing the operational efficiency of the marketplace with industry standards. Conclusions. The marketplace search engine efficiency depends on the integration of its algorithms with the digital platform strategic goals. The proposed management model enables sustainable improvement of operational performance through continuous adaptation of search parameters to current business conditions, thereby enhancing the competitiveness of the digital platform in the e-commerce market.
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