Analysis of E-Commerce Platforms as a Rationale for the Relevance of Developing Uniform Recommendations for Sellers

The relevance of developing recommendations for sellers (small and medium-sized businesses) is due to the dynamic development of the e-commerce market, the requirements of platforms for sellers and the growing interest in the topic of more and more sellers entering e-commerce platforms in the Russian Federation. Thus, the work on developing a virtual assistant for recommendations to sellers on electronic platforms is important in the context of modern challenges and needs in the field of e-commerce. The purpose of the work is to analyze the marketplace market, the pain of sellers when working with them, and to substantiate the relevance of developing a unified recommendation system when sellers work on marketplaces. To do this, the study solved the following problems: presented an understanding of marketplaces, their evolution and future, and also identified the problems of sellers when working with electronic platforms. Research methods: system analysis, analysis of data from publicly available sources and international studies. Results: Analysis of the marketplace market in the Russian Federation showed that the market is growing strongly (in orders 6 times when comparing 2019 and 2022) and there are differences between foreign players focused on sales around the world and Russian ones, who focus more on sales within the Russian Federation. The growth of marketplaces is due to the increased digitalization of the population, the transition of consumers from conventional retail to online, and extensive investments in infrastructure by e-commerce platforms (warehouses, logistics) in recent years. The presence of a large number of tools does not allow sellers who work on marketplaces to respond to changes in a timely manner or to launch advertising campaigns correctly. These factors confirm the relevance of developing a unified recommendation system for sellers on e-commerce sites.