The development of uberization processes in an innovative economy: Models and principles of marketplace organization

Abstract

The article discusses one of the main trends in the development of electronic commerce since 2016-Uberization, the basis of which are marketplaces. According to the authors, the use of a business Uberization model obliges the company to change the process of interaction with contractors by implementing information technologies, developing its own information platform and mobile application for direct communication between buyers and sellers. The article reveals the position that in the global economy the marketplace technology is becoming increasingly relevant for a large number of industries, as this is a simple way to expand the range without increasing costs. Model variations are considered in detail and an overview of global and Russian marketplaces is provided: C2C, B2C and B2B. The analysis of the Russian market of online trading and the development of marketplaces is carried out. The authors conclude that the Russian market is somewhat behind the world market, however, the speed and scale of the spread of this technology are gaining momentum. The article analyzes the trends in the development of the uberization business model of Russian companies, assesses the advantages of its use-large electronic trading platforms, increasing their volume of activity, set the market standard for online trading for consumers, which leads to accustomation and increases the frequency of orders of the average consumer. In addition to aggregating a large number of offers, expanding the assortment and reducing costs for all market participants, marketplaces allow monitoring competitors: their volumes, assortment, pricing and subjective assessment of the work of each company.