Showcase for rent – Newspaper Kommersant No. 234 (7435) dated 12/16/2022
[ad_1]
Since the beginning of 2022, the number of companies that have abandoned the sale of goods through their own platforms in favor of marketplaces has grown by 20-30%, experts have calculated. The marketplaces themselves are talking about doubling the number of sellers. Among the reasons, market participants and analysts cite savings in advertising resources and blocking foreign social networks, which for many small entrepreneurs were a noticeable sales channel. Also, amid tightening regulation of personal data, stores are trying to avoid risks by shifting the care of cybersecurity to marketplaces.
The Gazinformservice system integrator told Kommersant that, according to its analysts, since the beginning of the year, about 15-20% of companies that sold goods through their own websites abandoned this channel and began to be placed on large marketplaces.
Vladimir Ulyanov, head of the Zecurion analytical center, believes that the share of companies that have refused to sell through their websites since the beginning of the year is even higher – about 30%. In his opinion, sellers “are trying to follow their audience, which today is more focused on buying goods on marketplaces.”
In 2022, the number of sellers on Wildberries more than doubled, to more than 1 million, with over 90% being representatives of small and medium-sized businesses (SMEs), Kommersant was told in the press service of the marketplace. Sellers of shoes and kitchen utensils entered the online segment most actively: in the year since December 2021, their number has quadrupled.
In Yandex Market, the number of sellers-individual entrepreneurs has doubled since March. Ozon noted that the turnover of SMEs on the site doubled year-on-year in the third quarter, “SMEs continue to actively enter Ozon and both the number of sellers and their sales are growing.”
The growing interest of small businesses in sales through marketplaces is largely due to the fact that this channel does not require high costs and investments from entrepreneurs both at the start of the project and in the process of its development, Olga Sumishevskaya, One Story partner, believes. “Despite the fact that marketplaces can set tough conditions for sellers in the form of fines and so on, they provide high traffic and provide tools for advertising and promotion without significant investment,” she says.
Data Insight partner Boris Ovchinnikov agrees that the number of manufacturers, distributors and retailers who refuse direct online sales through their own online stores is really growing. However, the expert doubts the adequacy of estimates of the transition rates. “So far, it’s more like a few percent, but the growth of marketplaces and their consumer audience remains an incentive,” he says.
One of the factors that influenced SMEs when switching to marketplaces was the increase in the cost of advertising traffic on the Internet, including in the Yandex browser, says Karen Kazaryan, CEO of the Internet Research Institute. “In Instagram and Facebook (the activity of Meta, which owns them, in maintaining these services is recognized as extremist in the Russian Federation and is prohibited.— “b”), which are now officially unavailable, the prices were lower,” he notes.
Informzaschita adds that companies, refusing to sell through their own websites, want not only to reduce costs in the development of their sites, but also to shift responsibility for the safety of customer data and other elements of cybersecurity to marketplaces, “at the same time, the risk of counterfeit copies and for big retailers are not disappearing, but they have the resources to monitor phishing activity.”
According to Group-IB, in the first half of the year the number of fraudulent sites masquerading as pages of well-known brands increased by 579% year-on-year (see Kommersant on August 30). In 2022, the attention of regulators to information security issues has increased. The Ministry of Digital Development has already prepared for submission to the State Duma a bill on turnover fines (up to 3%), in the event that the company leaks user data (see Kommersant of October 24). As conceived by the regulator, liability should increase if the company that leaked tries to hide the fact of the incident.
[ad_2]
Source link
