MARKETPLACES AND COMMUNITIES IN ONLINE BUSINESS: APPROACHES TO COLLABORATION IN THE UKRAINIAN CONTEXT

• Published in: Pryazovskyi Economic Herald no. 3(39)
• Main Authors: Lysa, Svitlana, Kulinich, Tetiana, Sternyuk, Oksana
• Format: Journal Article
• Language: English
• Published: 2024
• ISSN: 2522-4263; 2522-4263
• DOI: 10.32782/2522-4263/2024-3-13

In the article, the authors point out that domestic business entities targeting mass consumers are increasingly utilizing marketplaces to increase sales volumes. Integration with marketplaces or utilizing their APIs facilitates the automation of the sales process and expands the audience. For many Ukrainian businesses, it’s also important to build their customer communities (through social media, and forums) or create online communities on platforms such as Facebook or Telegram. Therefore, the authors emphasize that effective strategies for attracting new customers, increasing sales, and promoting the brand are formed by the cooperation of entities in the Ukrainian online business industry. The article aims to explore approaches to building cooperation between marketplaces, communities, and domestic business entities. The research confirms that the diverse range of marketplaces and communities provides ample opportunities for the development and implementation of cooperation strategies. At the same time, the conclusion is drawn that currently, key strategies for the successful development of modern business include cooperation between marketplaces and communities, such as: product placement on marketplaces, conducting advertising campaigns, active participation in communities, creating own communities by businesses, and interacting with consumers.