Marketplaces as a growth tool and a source of risks for small businesses: The impact of cooperation on economic indicators

The article studies the impact of digital trading platforms (marketplaces) Wildberries and Ozon on the microeconomic indicators of small businesses in Russia. The aim of the study is to determine the degree of influence of digital trading platforms on the pricing strategy and profitability of a small business operating in the online environment, when cooperating with a particular marketplace. Based on a case analysis of four companies from various sectors (clothing, textiles, children's goods, food), the key consequences of platform dependence are identified: a decrease in operating margins, limited price autonomy, and an increase in transaction costs. The methods of comparative analysis of financial indicators, calculation of the platform dependence index (PDI) and SWOT analysis are used. The conducted research showed that marketplaces provide quick access of small businesses to the market, but at the expense of significant cost of presence and limitations of business process management. At the same time, alternative sales channels, although requiring investments, provide a higher level of profitability and strategic control over the business. The results confirm the hypothesis that the growth of turnover through marketplaces is accompanied by a decrease in profitability and strategic flexibility of the business. The author proves that the optimal strategy is diversification of sales channels, combining platform and alternative sales tools. At the same time, from a behavioral point of view, the author recommends that small business management use platforms as a channel for scaling their sales, situational market capture. The obtained results led to concomitant conclusions about the urgent need for government agencies supporting small businesses to create training programs on digital independence, subsidize promotion in their own online channels, as well as analyze and monitor conditions on marketplaces for compliance with competition principles. The article also provides practical recommendations aimed at increasing the sustainability of small businesses in the digital economy. The main results of the study reflect the results of the stated objective of the study. The participation of small businesses in the platform model is associated with a decrease in the level of managerial autonomy, a decrease in profitability and an increase in transaction costs. In most cases, a high share of sales through platforms is accompanied by a decrease in operating margins. An effective strategy for working with platforms involves diversification of distribution channels, development of own sales channels and flexible pricing policy. It is necessary to revise traditional microeconomic categories taking into account the factors of platform intermediation. The conducted analysis allows us to consider the phenomenon of platform dependence as a new form of economic imbalance arising from the asymmetry of digital control. The author declares no conflicts of interests.

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