Open AccessAnti-crisis FMCG market trends during the pandemic: e-grocery, marketplace and digital technology
Author(s) -
Г. В. Спиридонова,
L. V. Mrochko
Publication year - 2021
Publication title -
èkonomičeskie i socialʹno-gumanitarnye issledovaniâ
Language(s) - English
Resource type - Journals
ISSN - 2409-1073
DOI - 10.24151/2409-1073-2021-1-26-33
Subject(s) - omnichannel , business , commerce , marketing , supply chain , e commerce , advertising , computer science , world wide web
While studying the structure of the Russian FMCG market, the authors conclude that the crisis has provoked the emergence and rapid development of a new area of interaction between retailers and large chain stores e-commerce with consumers in the FMCG segment. Three main trends in this process are identified: e-grocery, marketplaces and digital technology. The authors describe the omnichannel model of sales technology in the FMCG sector and define it as the most eective for retailers using online stores and marketplaces.