ЭВОЛЮЦИЯ КОРПОРАТИВНЫХ B2B ЛАНДШАФТОВ В РОССИЙСКОЙ ФЕДЕРАЦИИ И ЕВРОПЕЙСКОМ СОЮЗЕ: СРАВНИТЕЛЬНЫЙ АНАЛИЗ B2B-МАРКЕТПЛЕЙСОВ

Abstract:
This article is devoted to a comparative analysis of the development of B2B marketplaces in the Russian Federation (RF) and the European Union (EU). The relevance of the study is due to the rapid digitalization of the B2B sector, which is transforming traditional value chains and international trade, as well as the lack of a systematic analysis of the digital transformation of the B2B segment, while the B2C market has been studied more deeply. In the context of the fragmentation of the global economy and the increasing role of regional markets, a comparative analysis of the development of B2B marketplaces in the Russian Federation and the EU is of considerable scientific and practical interest. The purpose of the article is to identify key differences in the pace of development, dominant business models and priority functionality of B2B marketplaces in the two regions. The scientific novelty of the study lies in the systematic identification of national specifics of the development of B2B marketplaces as key elements of digital B2B ecosystems and factors influencing their formation. The research methodology includes a comparative analysis of websites and public materials of leading B2B marketplaces, the study of industry reports and news publications. The results demonstrate that, despite global digitalization trends, the development of B2B marketplaces in the Russian Federation and the EU is characterized by significant asynchrony due to differences in economic policy, market structure, and depth of digitalization. In the Russian Federation, marketplaces are developing in the logic of import substitution and adaptation to sanctions restrictions, which is manifested in a focus on basic transactional functionality, support for internal logistics and compliance with national standards. In contrast, the EU is dominated by a focus on deep technological integration, sustainability, the development of sophisticated analytics and automation tools, as well as cross-border operations within a single digital market. The key factors determining the differences identified are the role of government regulation and support in the Russian Federation, as well as the impact of venture capital and the demand for such high-tech solutions from small and medium-sized businesses in the EU.