Development of e-commerce in Russia. The impact of the COVID-19 pandemic
Development of e-commerce in Russia. The impact of the COVID-19 pandemic
Book Description
In recent years, the e-commerce market in Russia has been showing a high growth rate, while 2020 was a turning point: the COVID-19 pandemic affected all spheres of society, not only in Russia, but also around the world. The analytical report is intended, on the one hand, as an overview of the drivers and barriers to the development of the e-commerce market in Russia, on the other hand, as a search for an answer to the question: did the COVID-19 pandemic provoke the growth of the e-commerce market or is it a consequence of changes in consumer behavior as a result of shifting preferences to online shopping? To collect empirical data in the period from 2019 to 2021, a longitudinal quantitative study was conducted, the sample of which was 4394 respondents. Based on the data obtained, the factors determining consumer behavior in the e-commerce market in Russia have been identified. Based on the results of the analysis, practical recommendations were developed for online business managers and prospects for further research were outlined. Recommended for publication by the Academic Council of the Higher School of Business of the National Research University "Higher School of Economics".
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