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This article examines current e-Commerce platforms market. The subject of the research is the processes of market adaptation to the new conditions of digitalization and future development trends. The scope and structural aspects of digitalization of consumer markets, the new role, and prospects for the development of digital e-Commerce platforms have determined the purpose of this study. Methodology and approach. To understand and evaluate the development, scope and structure of e-commerce markets in Russia in the context of the pandemic shock, we use methods of statistical analysis of the information collected by various Internet services. The calculations were carried out using data from Internet traffic analytics on digital statistical information resources. Findings. The study shows that digital technologies create new mechanisms of consumer choice and modify the principles of competition. In this new reality, changes in the markets structure are already under way. As a result, there are incentives to consolidate e-Commerce platforms which can lead not only to positive but also to negative economic effects, for example, for small and medium-sized businesses, and will require the attention of the regulator to ensure the protection of their economic interests. This question should be the subject of further scientific research.

In December 2016, the Economic faculty of Lomonosov MSU celebrates its 75th anniversary. The diversity of research areas of the faculty, a considerable number of eminent scholars, the development of the University scientific schools — all this allows to speak about the significant contribution of the faculty to the development of economic science.

In January 2016, Moscow State University held its annual scientific conference «Lomonosov readings». The conference at the Economic Faculty was dedicated this year's 75th anniversary of the Economic Faculty. The conference allowed to discuss the key areas of economic science and development of University scientific schools.

In January 2015, Moscow State University held its annual scientific conference "Lomonosov readings". The conference was dedicated this year's 260th anniversary of Moscow State Lomonosov University. As part of the Lomonosov readings at the Economics Faculty of Moscow State University hosted a scientific conference "Alternatives of economic policy in conditions of slowdown in economic growth: working-out and recommendations of economists at the MSU". Discussions at the conference allowed us to formulate the key areas of economic policy aimed at increasing economic growth and overcoming the crisis in the economy.

The article addresses the results of the VII Annual International Scientific Conference "Innovative development of Russian economy: interdisciplinary interaction". The aim of the conference was to discuss the opportunities of interdisciplinary interaction in relation to the innovative development of the Russian economy.

The article deals with the transformation processes of competitive analysis methods under the influence of digital economy, the development of electronic markets and communications. It is shown that the development of market strategies requires a new methodology and structure of analytical tools to obtain valuable results about competitors and consumers in different markets. The proposed approach to competitive analysis is based on the methodology of integrated use of all business intelligence blocks: big data Analytics, content analysis, web Analytics, mobile Analytics. New Internet services and platforms that allow for effective competitive analysis are evaluated. On the basis of surveys about readiness of Russian management to use digital technologies in market research, recommendations on the directions of development of educational programs in Russian universities are formulated. The article is based on the results of the authors ' presentations and discussions at the scientific seminar on digital economy held in 2018-2019 at the faculty of Economics of Lomonosov Moscow state University.

The article analyzes existing barriers for innovative entrepreneurship in Russian markets that raise obstacles to market efficiency. The purpose of the study is to rethink the role of the main barriers to creating competitive Russian startups, to identify the basic reasons for the failure of Russian new high-tech companies in the fields of information technology, biotechnology, medicine and pharmaceuticals, and to provide an insight in relative significance and sectoral characteristics of these factors. To identify the conditions and circumstances underlying unsuccessful start-up, the authors developed the methodology, conducted interviews with start-up participants, provided a comparative quantitative assessment and compiled the rating of existing barriers. All these made it possible to formulate the main reasons for Russian startups failures that relate primarily to product and market problems: difficulties in forming an adequate supply of in-demand goods and services, wrong choice of promotion strategy, limited marketing communications with a potential are associated with the lack of financial resources (inadequate financial planning, errors in investment design, underestimation of costs), alongside managerial and organizational issues (building cohesive professional teams and lack of leadership qualities among managers). The findings show that to minimize the risk of adverse outcomes, executives and employees of high-tech startups should pay special attention to target markets, marketing and strategic management. The unique approach of the research, together with the identification and classification of relevant barriers, contributes to understanding the specifics of high-tech startups in preventing their collapse.

The purpose of this paper is to investigate one of the problems of digitalization of market relations in the modern Russian economy. The article examines the peculiarities of market behavior of domestic companies in terms of their implementation of digital technologies in the process of interaction with consumers, which is realized through communication and sales channels, and is characterized as omnichannel. The research question that forms the subject of this study is to determine the direction and level of sales channel integration and identify how it relates to the company's data practices. The study identified trends, parameters and barriers to digitalization in the implementation of digital tools in the management of interaction with market participants. The article presents a systematic analysis of modern theoretical approaches to the formation of a sales channels and communication strategy of companies, systematizes the parameters affecting its development, as well as factors limiting the digital transformation of marketing in Russian companies. The research reveals trends, parameters and barriers to the introduction of digital tools in the management of interaction with market participants. The results of the empirical study have applied significance for Russian enterprises; they allowed us to analyze the level of digitalization of marketing strategies and to verify the relevant hypotheses. Descriptive statistics, correlation analysis, clustering methods, regression trees and logit models were used to obtain statistically sound conclusions. R and Excel packages were used for data processing and calculations. The field of application of the study results is the management of sales channels and digital communications in Russian business. The results of the empirical study showed that the factors of weak developed data culture and the associated lack of integration of sales and communication channels act as a key obstacle to the development of omni-channel strategies. The results demonstrate the potential of digitalization of management in Russian companies, the directions of training of qualified specialists, as well as the development of affordable and easy-to-use IT solutions.