STRATEGIC APPROACHES TO OPTIMIZING PRODUCT SALES BY LOCALIZED ONLINE STORES THROUGH MARKETPLACES

Анотація

The article examines strategic approaches to optimizing product sales by localized online stores through marketplaces in the context of the digital transformation of trade and the growing platformization of e-commerce. It is substantiated that the contemporary development of e- commerce is characterized by a high concentration of digital traffic around large platform ecosystems, creating significant competitive challenges for localized online stores that combine online sales channels with offline retail formats. The current state of the Ukrainian e-commerce market, the structure of search traffic, the role of local marketing, and the influence of major marketplaces on the redistribution of consumer demand are analyzed. The key advantages of marketplaces as sales channels are identified, including opportunities for sales scaling, expansion of the geographical scope of product distribution, access to a broad customer audience, and the use of established digital platform infrastructures. At the same time, it is established that the integration of online stores with marketplaces is associated with a range of economic and strategic risks, including increased transaction costs, commission burdens, reduced pricing flexibility, dependence on platform policies, and intensified price competition. A comparative analysis of the leading Ukrainian marketplaces is conducted, highlighting the specifics of their pricing policies and the terms of cooperation with sellers. The expediency of automating the synchronization of product assortments, pricing, and inventory balances between online stores, marketplaces, and the enterprise’s corporate accounting systems is substantiated. A differentiated approach to organizing digital sales is proposed, which involves the functional separation of the sales channels through the use of a primary online store for the local market and an auxiliary digital channel for integration with marketplaces. It is demonstrated that this model enhances strategic flexibility, preserves competitive positions in the local market, diversifies revenue sources, and reduces dependence on platform intermediaries. The practical significance of the findings lies in the possibility of applying the proposed approaches by e- commerce enterprises to develop effective omnichannel sales strategies in the digital economy.

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