ЭВОЛЮЦИЯ И СОВРЕМЕННЫЕ ТРЕНДЫ РАЗВИТИЯ ГЛОБАЛЬНЫХ РОЗНИЧНЫХ МАРКЕТПЛЕЙСОВ КАК КЛЮЧЕВОГО ИНСТРУМЕНТА ЭКСПОРТА ТОВАРОВ НАРОДНОГО ПОТРЕБЛЕНИЯ

Abstract:
The article is devoted to the analysis of the evolution and current trends in the development of global retail marketplaces as a tool for exporting consumer goods. The article shows the stages of the development of marketplaces from intermediary trading platforms in the mid-1990s to digital ecosystems integrating traffic, payments, warehouse logistics, advertising and lending; the author’s periodization of this process of four stages is proposed. The author systematizes the key trends of recent years: the use of neural network technologies in product search, the spread of managed cross-border models (Temu, Shein), the development of trade through video content, the rising cost of intra-platform advertising, and stricter customs regulation of parcel trade. It is shown that platforms reduce export costs through access to an audience and demand analytics, standardization of calculations, outsourcing of logistics and fulfillment, as well as transaction guarantee mechanisms. The following risks have been identified: the seller’s dependence on tariff and algorithmic solutions of operators, increased price competition, increased costs of presence on mature sites, regulatory uncertainty of cross-border trade. The research results in practical recommendations for exporters (a portfolio approach to site selection, the priority of the EAEU, Central Asia, Turkey, and China markets) and proposals for government support measures for platform exports, including subsidizing certification and logistics, developing settlement infrastructure, and training in platform competencies.