DEVELOPMENT OF E-COMMERCE AS A FACTOR OF TRANSFORMATION OF MARKETING STRATEGIES OF RUSSIAN COSMETIC BRANDS

Abstract

The article examines the impact of e-commerce on the transformation of marketing strategies of Russian cosmetic brands in the segment of consumer goods (FMCG (Fast-Moving Consumer Goods)). Particular attention is paid to the role of marketplaces as a new market that attracts the majority of traffic in e-commerce, and is an intermediary between sellers and buyers. The article analyzes the advantages of marketplaces for manufacturers and distributors, and also examines acute problems that regularly arise in conditions of high competition, dynamic site rules and weak market regulation at the legislative level. It was concluded that it is necessary to adapt classic marketing strategies to the specifics of e-commerce and develop new models of interaction with the consumer.