ОСОБЕННОСТИ УЧАСТИЯ СТРАН С РАЗВИВАЮЩИМИСЯ ЭКОНОМИКАМИ НА МИРОВОМ РЫНКЕ ЭЛЕКТРОННОЙ ТОРГОВЛИ

Abstract:
The article examines a paradox that largely defines the modern geography of e-commerce: countries long regarded as the periphery of the world economy have turned out to be not catching-up but, in many respects, leading participants in the digital market. The author analyzes the leapfrogging phenomenon that allowed emerging economies to bypass the stage of brick-and-mortar retail and banking infrastructure and to build online commerce directly around the smartphone. National models that have proven viable are examined: the Chinese ecosystem model, the Indian infrastructure-state model (the UPI – ONDC framework), the Latin American platform-fintech model, and the African mobile-payment model. The barriers constraining the integration of developing countries into global online trade are systematized separately – from last-mile logistics and addressing systems to trust deficits and regulatory instability. It is shown that the experience of emerging markets, rather than mature Western ones, is becoming a source of transferable models for the EAEU and Central Asian countries. Conclusions are drawn about promising niches for Russian business in these markets.