2025, Vol. 12, No. s3. - go to content...

Permanent address of this page - https://resources.today/en/14faor325.html

Метаданные этой статьи так же доступны на русском языке

DOI: 10.15862/14FAOR325 (https://doi.org/10.15862/14FAOR325)

Full article in PDF format (file size: 510.9 KB)

For citation:

Berlin M.S. Regional differentiation in the implementation of artificial intelligence technologies in personalizing the e-commerce shopping experience as a factor in the transformation of consumer markets in the subjects of the Russian Federation. Russian journal of resources, conservation and recycling. 2025; 12(s3). Available at: https://resources.today/PDF/14FAOR325.pdf (in Russian). DOI: 10.15862/14FAOR325

Regional differentiation in the implementation of artificial intelligence technologies in personalizing the e-commerce shopping experience as a factor in the transformation of consumer markets in the subjects of the Russian Federation

Berlin Matvey Sergeevich
Russian Presidential Academy of National Economy and Public Administration, Moscow, Russia
E-mail: matveyberlin2003@gmail.com

Abstract. This article identifies spatial patterns in the implementation of artificial intelligence technologies in personalizing the e-commerce shopping experience and assesses their impact on the transformation of consumer markets in the subjects of the Russian Federation. The relevance of this study is determined by the rapid penetration of intelligent solutions into the marketing strategies of online retailers, which is demonstrating rapid growth and a steady increase in its share of total retail turnover in the country. Parallel to the quantitative expansion of the market, a qualitative change in its spatial structure is occurring: the bulk of purchases, until recently concentrated in metropolitan areas, is steadily shifting toward the regional periphery, where fundamentally new patterns of consumer behavior are emerging. The author identifies a significant research gap: the regional aspect of implementing intelligent personalization remains virtually unexplored in the scientific literature, despite the presence of mature methodological approaches in related subject areas. The central result of the study is the substantiation of the phenomenon of the «digital paradox» of regional e-commerce. Contrary to intuitive expectations, the largest share of online sales in retail turnover is recorded not in metropolitan centers, but in remote regions with sparse retail networks. This paradox is explained through the compensatory function of e-commerce, which replaces the missing physical infrastructure in regions with low population density and limited transportation accessibility. Based on the principles of systemic economics, the author interprets such substitution as a mechanism for the functional replenishment of institutional deficiencies.

Keywords: artificial intelligence; personalization of shopping experience; e-commerce; regional differentiation; consumer market; recommendation systems; marketplaces; digital transformation of retail; constituent entities of the Russian Federation

Download article in PDF format