The study aims to identify the main factors and determine the most probable directions of the transformation of the circulation sphere of the Russian Federation in the context of globalisation and the development of digital technologies. The methods of factor analysis, comparative analysis, correlation analysis, and dynamic series analysis are used in the study. It has been found that there is a close relationship between the processes of information and sociocultural globalisation. The presence of pronounced close direct or reverse connection between the development indicators of the information and communications environment, on the one hand, and the dynamics of the involvement of the Russian Federation in the process of globalisation, on the other hand, has been established. It has been found that the process of cultural globalisation in the Russian Federation proceeds at a higher rate than in other developing countries and is significantly synchronous with the countries of Europe and North America. A significantly high level of realization of the potential attractiveness of the development of retail chains and the penetration of global multinational companies into the Russian sphere of circulation has been revealed. It has been established that the level of information globalisation closely approaches the average European level and develops more synchronously with Europe and Central Asia and North America. The results of the study allow drawing the following main conclusions. In the Russian Federation, socioeconomic, sociocultural, information and communications, as well as global integration processes are observed, which are accompanied by the formation of a unified consumption and buying behaviour according to the Euro-Atlantic type.
The article deals with the development of a mechanism for the e-commerce enterprises' extension in the context of digitalization. It is established that e-commerce enterprises should actively implement the possibility of combining offline and online channels and consider ways to improve the operational efficiency of conducting activities through the automation of commodity accounting and analytical accounting systems, the development of loyalty programs, and acquiring including through the use of contactless payment technology. It is proved that digital trade enterprises need to actively implement self-service cash registers and develop their own mobile applications. It is revealed that e-commerce enterprises should accumulate available information, analyze the frequency, place, time, and preferred channel of purchases, and form a point-based personalized offer. It is determined that digital transformation entails not only investment in new technologies and their subsequent implementation, but also the transformation of the product offered by the company in the market.
The article analyzes the development of the consumer market and domestic trade in Russia in the conditions of permanent crisis and digitalization of the economy. The current trends in the transformation of domestic trade are analyzed, and the place of online sales technologies in the medium term is shown. Institutional models of building trade organizations in the online sphere and the impact of cross-border trade are studied. The development of online structures in the medium term is predicted, as well as the impact of cross-border trade. The article substantiates the acceleration of integration processes in the field of online trade, the merging of offline and online infrastructure, the disappearance of small trading businesses as a market entity, its integration into geographically distributed omnichannel trading systems, the development of which will mean de facto monopolization of the market.
The paper explores the aspects of formation, valuation and developmental resource of intangible assets in trade amid the growing role of online sales channels. The existing criteria of categorising the resources of trade companies as intangible assets are analysed with a focus on their suitability for the established practices. The structure of intangible assets is analysed for online and offline trade. The relevant types of intangible assets are identified and valuation problems are described.
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