Integration of social networks and marketplaces: prerequisites, current state, development prospects

The article examines the trends in changing people’s communication within E-commerce, forming a new direction – Social-commerce, using the example of Ozon, VK, Avito. The reasons for the emergence of synergetic formats are analyzed, when marketplaces borrow the tools of social networks, and social networks, in turn, create marketplaces. The Avito example proves the effectiveness of combining a commercial platform and a social component.

1. Lipanova L. The volume of online sales in Russia in 2024 will reach 9-11 trillion rubles. URL: https://www.vedomosti.ru/analytics/krupnyy_plan/articles/2024/12/24/1083312-obem-onlain-prodazh-dostignet?from=copy_text. (In Russ.).

2. Gorokhovskaya T. Direct sales: realities, opportunities and prospects. URL: https://blogs.forbes.ru/2022/07/04/prjamye-prodazhi-realii-vozmozhnosti-i-perspektivy. (In Russ.).

3. Tikhonov P. 20 years later: how the network business has transformed in Russia. URL: https://www.rbc.ru/industries/news/658c218b9a794747382a3f89. (In Russ.).

4. VK's main results for the first quarter of 2025 // VK company. 2025. Apr. 24. URL: https://vk.company/ru/press/releases/12005. (In Russ.).

5. Ecommerce in 2025: major market changes and trends. URL: https://yandex.ru/adv/edu/materials/trendy-ekoma. (In Russ.).

6. Zelenkova A. How prices differ at fairs and supermarkets. URL: https://rg.ru/2019/04/08/reg-cfo/kak-otlichaiutsia-ceny-na-iarmarkah-i-v-supermarketah.html. (In Russ.).

7. Sergey Sobyanin: Moscow fairs were visited by 8.5 million buyers in 2024. URL: https://www.mos.ru/mayor/themes/12274050. (In Russ.).

8. Stulov M. «Avito» entered the top 10 largest online players for the first time. URL: https://www.vedomosti.ru/technologies/trendsrub/articles/2024/04/16/1032195-avito-voshelonlain-igrokov. (In Russ.).

9. Pecherskaya I. Global e-com trends in 2025, which are worth following. URL: https://rb.ru/longread/e-com-trendy. (In Russ.).

10. Shportun D.V., Mironov A.A., Burlakov V.V. The impact of analytical services on the efficiency of an enterprise with marketplaces: analysis of results and optimization of business processes. Economics and management in mechanical engineering. 2024;(1):39-43. (In Russ.).

11. Il’yashenko S.B., Deputatova E.Yu., Dashkov L.P. Modern technologies in e-commerce development and their application in retail. Economic Systems. 2024;17(2(65)):34-36. (In Russ.).

12. 55% of Russians surveyed give old clothes a second life. URL: https://www.sostav.ru/blogs/260202/34593. (In Russ.).

13. Lipchanskaya A. RBC research has shown the best sites for launching an online business. URL: https://rb.ru/news/best-ecom-platforms-launching-business. (In Russ.).