E-commerce market development trend in the retail segment

Abstract

The unprecedented growth of e-commerce worldwide, along with the expansion of global e-commerce companies to developing countries, including Kazakhstan, requires the improvement of modern state policy in the field of promoting the development of e-commerce in the country. In this aspect, the analytical support of such a policy seems relevant, which would reflect the analysis of supply and demand in the market with the identification of trends in its development, the analysis of consumer preferences and habits, and the identification of regional differences in the practice of e-commerce development. The purpose of the article is to identify trends in the development of the e-commerce market in the retail sales segment based on a quantitative and qualitative analysis of the e-commerce market in the context of its suppliers, intermediaries and consumers. The research methodology involves the application of a systematic approach to the study of trends in the development of the e-commerce market using the methods of generalization, systematization, comparison, statistical and structural analysis. The significance of the results of the study lies in the priority development of the e-commerce market in Kazakhstan, where it is called the driver of the country's economic growth, in accordance with the provisions of the "Roadmap for the development of e-commerce in the Republic of Kazakhstan until 2025" implemented under the state program "Digital Kazakhstan". This research has been funded by the Science Committee of the Ministry of Education and science of the Republic of Kazakhstan (Grant “Formation of institutional environment of electronic commerce market in Kazakhstan, its evaluation and development mechanism” No. AP14871419).