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DOI: 10.15862/01FAOR325 (https://doi.org/10.15862/01FAOR325)

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Elkanov R.A. Retail media on marketplaces as a digital marketing tool for regional economic entities in the Russian Federation. Russian journal of resources, conservation and recycling. 2025; 12(s3). Available at: https://resources.today/PDF/01FAOR325.pdf (in Russian). DOI: 10.15862/01FAOR325

Retail media on marketplaces as a digital marketing tool for regional economic entities in the Russian Federation

Elkanov Ruslan Alekseevich
Financial University under the Government of the Russian Federation, Moscow, Russia
E-mail: rus.elkanov.02@inbox.ru

Abstract. The Russian e-commerce market reached 11,2 trillion rubles by the end of 2024, while advertising budgets on marketplaces increased by 130 %, reaching 380 billion rubles, indicating the emergence of a fundamentally new segment of digital marketing communications. This paper aims to study retail media as a tool for promoting products of small and medium-sized businesses operating in the regional context of the Russian economy. The methodological basis is based on the principles of F. Kotler’s marketing communications theory, D.A. Shevchenko’s concept of integrative digital marketing, and the research findings of O.V. Khomik and S.B. Avdasheva’s research in the field of digital platform marketing. The study utilized methods of comparative analysis of data from industry associations (AKAR, ARIR, AKIT), systematization of scientific publications, and content analysis of regulatory documents. The analysis revealed that marketplaces have transformed from online trading platforms into integrated advertising ecosystems integrating distribution, promotion, and analytics. It was found that marketplace advertising tools provide small and medium-sized businesses in the regional economy with access to millions of buyers who are ready to make a purchase when they encounter an advertising message. It was established that the adoption of Federal Law No. 289-FZ of July 31, 2025, creates fundamentally new institutional conditions for the functioning of marketplaces, increasing the transparency of product ranking algorithms and protecting sellers’ rights. The practical significance lies in the potential use of the results in developing marketing strategies for regional companies promoting their products through digital platforms.

Keywords: retail media; marketplaces; digital marketing; e-commerce; regional economy; small and medium-sized businesses; advertising communications; Wildberries; Ozon; platform economy

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