Economy, finances, management: topical issues of science and practical activity

SCIENTIFIC JOURNALS OF VINNITSA NATIONAL AGRARIAN UNIVERSITY

Issue №: 2 (76)

Published: 2026.05.28

DOI: 10.37128/2411-4413-2026-2

Description:
The journal deals with the issues of efficiency of functioning of the national economics and organizational forms of management of the national economy. Attention is paid to the problems of marketing, management and efficiency of production and economic activity of agrarian enterprises. The issues of public administration and administration, accounting and taxation, banking and insurance, forecasting and modeling of economic processes, foreign economic activity, commodity flows of economic entities and their infrastructure support.

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STRATEGIC APPROACHES TO OPTIMIZING PRODUCT SALES BY LOCALIZED ONLINE STORES THROUGH MARKETPLACES

DOI: 10.37128/2411-4413-2026-2-9

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LIMAN Vitalii – Candidate of Technical Sciences, Associate Professor, Associate Professor of the Department of Computer Science and Digital Economy, Vinnytsia National Agrarian University (21008, Vinnytsia, 3, Soniachna Str., e-mail: liman@vsau.vin.ua, https://orcid.org/0000-0003-1280-237X).

VOVK Valeriia – Doctor of Philosophy in Economics (PhD in Economics), Acting Head of the Department of Computer Science and Digital Economy, Vinnytsia National Agrarian University (21008, Vinnytsia, 3, Soniachna Str., e-mail: vvovk_2703@ukr.net, https://orcid.org/0000-0003-4029-5109).

KRASYLENKO Volodymyr – Candidate of Technical Sciences, Associate Professor, Associate Professor of the Department of Computer Science and Digital Economy, Vinnytsia National Agrarian University (21008, Vinnytsia, 3, Soniachna Str., e-mail: krasvg@i.ua, https://orcid.org/0000-0001-6528-3150).

SUPRYHAN Vitalii – Candidate of Technical Sciences, Associate Professor of the Department of Computer Science and Digital Economy, Vinnytsia National Agrarian University (21008, Vinnytsia, 3, Soniachna Str., e-mail: suprigan@gmail.com, https://orcid.org/0000-0003-2539-8003).

Annotation

The article examines strategic approaches to optimizing product sales by localized online stores through marketplaces in the context of the digital transformation of trade and the growing platformization of e-commerce. It is substantiated that the contemporary development of e- commerce is characterized by a high concentration of digital traffic around large platform ecosystems, creating significant competitive challenges for localized online stores that combine online sales channels with offline retail formats. The current state of the Ukrainian e-commerce market, the structure of search traffic, the role of local marketing, and the influence of major marketplaces on the redistribution of consumer demand are analyzed. The key advantages of marketplaces as sales channels are identified, including opportunities for sales scaling, expansion of the geographical scope of product distribution, access to a broad customer audience, and the use of established digital platform infrastructures.

At the same time, it is established that the integration of online stores with marketplaces is associated with a range of economic and strategic risks, including increased transaction costs, commission burdens, reduced pricing flexibility, dependence on platform policies, and intensified price competition. A comparative analysis of the leading Ukrainian marketplaces is conducted, highlighting the specifics of their pricing policies and the terms of cooperation with sellers. The expediency of automating the synchronization of product assortments, pricing, and inventory balances between online stores, marketplaces, and the enterprise’s corporate accounting systems is substantiated.

A differentiated approach to organizing digital sales is proposed, which involves the functional separation of the sales channels through the use of a primary online store for the local market and an auxiliary digital channel for integration with marketplaces. It is demonstrated that this model enhances strategic flexibility, preserves competitive positions in the local market, diversifies revenue sources, and reduces dependence on platform intermediaries. The practical significance of the findings lies in the possibility of applying the proposed approaches by e- commerce enterprises to develop effective omnichannel sales strategies in the digital economy.

Keywords: e-commerce, platform business models, marketplaces, strategic sales management, omnichannel commerce, digital transformation, competitiveness of online stores

List of references

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About the journal

Topics of the journal:

С1 Economics and International Economic Relations (by specialization)

D1 Accounting and Taxation

D2 Finance, Banking, Insurance and Stock Market

D3 Management

D4 Public Management and Administration

D5 Marketing

D7 Trade

J3 Tourism and Recreation

Keywords: economics , international economic relations , accounting , taxation , finance , banking , insurance , stock market , management , public management and administration , marketing , trade , tourism and recreation

Key information:

ISSN (print): 2411-4413

DOI: 10.37128

All-Ukrainian scientific and production journal “Economics, finance, management: topical issues of science and practical activity” is a peer-reviewed open-access journal that publishes original research, theoretical articles and reviews on a wide range of economic and business issues. The articles, which have scientific and scientific-practical significance, highlight theoretical and methodological aspects of the development of agrarian sector of economy and related industries, the results of fundamental and applied research.

The purpose of the journal is to highlight the results of fundamental and applied research in the field of economic sciences, aimed at developing modern approaches to managing economic processes, financial support for enterprise activities and increasing the efficiency of economic systems. The publication is focused on creating a scientific environment for the exchange of research results between scientists, higher education students and practitioners in economic sphere, as well as on the dissemination of modern scientific and methodological approaches to solving current economic and management problems. The journal contributes to the development of the research in the field of enterprise economics, finance, accounting, auditing, management, marketing, entrepreneurship, trade, tourism and recreation, public management and administration, economic development and international economic relations, which meets the modern needs of the socio-economic development of the state.

The journal’s objectives are:

• publishing the results of fundamental and applied research in the fields of economics, international economic relations, finance, management, public administration, accounting, marketing, tourism and recreation, and entrepreneurship;

• promoting the development of modern methods of managing enterprises and organizations, increasing the efficiency of using financial and material resources;

• supporting the research aimed at improving the economic mechanisms of enterprise functioning, developing innovative activity, and increasing the competitiveness of economic structures;

• ensuring the scientific exchange of research results between higher education institutions, scientific institutions, and business entities;

• developing methods of economic analysis, forecasting, and modeling of socio-economic processes;

• disseminating of modern approaches to financial management, accounting, taxation, and control of economic activity;

• promoting the development of interdisciplinary research related to the economic support of the development of agrarian sector of economy and rural areas;

• integration of scientific research results into the international scientific space and increasing the level of scientific communication.

Publisher: Vinnytsia National Agrarian University

Link to the journal on the publisher’s website: ”Economics, finance, management: topical issues of science and practical activity”

Frequency of issue: 4 times a year.

Language of publication: Ukrainian, English.

Editor-in-Chief: Inna Honcharuk

State registration: Decision of the National Council of Ukraine on Television and Radio Broadcasting No. 1337 and No. 1178. Media identifier – R30-05171. Publisher registration number (EDRPOU) 00497236.

Publisher’s ROR: https://ror.org/05m3ysc06 Publisher’s DOI prefix: 10.37128 ISSN (print): 2411-4413

Publisher DOI prefix: 10.37128 ISSN (print): 2411-4413

The scientific journal is included in category "B" of the List of scientific professional publications of Ukraine, in which the results of dissertations for the degree of Doctor and Candidate of Sciences in the specialties C1 (051) - Economics, D1 (071) - Accounting and Taxation, D2 (072) – Finance, Banking, Insurance and Stock Market, D3 (073) – Management, D5 (075) – Marketing, D7 (076) – Entrepreneurship and Trade, (241) – Hotel and Restaurant Business, D4 (281) – Public Management and Administration (Order of the Ministry of Education and Science of Ukraine dated March 17, 2020 №409)

History of journal:

Founded in 1997 under the name ”Bulletin of Vinnytsia State Agricultural Institute”. In 2010-2014 it was published under the name “Collection of Scientific Papers of Vinnytsia National Agrarian University”. Since 2015 “Economics, finance, management: current issues of science and practical activity” (Certificate of State Registration of Mass Media No. 21154-10954 PR dated 12/31/2014).