MARKETPLACE AS A KEY BUSINESS MODEL OF THE DIGITAL ECONOMY: ESSENCE, ADVANTAGES, PROSPECTS

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. The article examines the marketplace business model as one of modern Internet commerce's leading and most dynamic forms. The essence, principles of operation, and key advantages of marketplaces are analyzed, particularly their ability to ensure business scaling, reduce transaction costs, and provide access to a global audience. The article delves into the marketplace business model as a cornerstone of the digital economy, highlighting its pivotal role in shaping modern Internet commerce. By examining the essence and operational principles of marketplaces, the study underscores their transformative impact on global and local markets. Particular attention is paid to the model's capacity to scale businesses, streamline operations by minimizing transaction costs, and provide unprecedented access to a diverse and global audience. Through comprehensive analysis, the article explores the influence of marketplaces on consumer behavior and competitive landscapes, emphasizing how they have redefined purchasing patterns and business interactions. The global proliferation of marketplaces and their increasing relevance in Ukraine are examined through statistical data and market trends, shedding light on their exponential growth despite economic and geopolitical challenges. A significant portion of the study addresses the unique advantages of marketplaces, such as fostering entrepreneurial opportunities, enhancing market transparency, and enabling rapid adaptation to shifting consumer demands. Simultaneously, the author identifies inherent vulnerabilities and challenges, including issues of regulatory compliance, cybersecurity risks, and logistical complexities. In the context of Ukraine, the research evaluates the constraints imposed by ongoing military operations and their implications for marketplace development. The article concludes by outlining the prospects for the evolution of this business model, proposing strategies for overcoming existing barriers and leveraging marketplaces' potential for economic resilience. A novel definition of the term «marketplace» is also proposed, encapsulating its multifaceted nature and significance in the digital economy. Keywords: business model, marketplace, internet commerce, trade, digital economy, e-commerce.

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