СLASSIFICATION OF MARKETPLACES BY CHARACTERISTIC FEATURES

The study identified the main types of modern digital marketing tool - the marketplace. A description of the concept of "marketplace" is given, its main types and features of use are highlighted, examples of successful implemented projects are given, as well as the classification of marketplaces according to different classification features is given. The main types of marketplaces depending on the type of business model are considered: B2B (business to business), B2C (business to consumer) and C2C (consumer to consumer). The main types of marketplaces were also considered on the following grounds: making a profit and working conditions with suppliers of products for sale. The advantages and disadvantages between a classic online store and a marketplace are described. Examples of existing marketplaces and their distribution by classification are given. The article presents the author's classification of marketplaces, the most common in today's e-commerce market. The objectives of the study are to define the concept of "marketplace", the selection of its main types according to certain classification features and features of the use of each of the types of marketplaces. World experience shows that only by creating a marketplace can retail scale. That is why the classification of marketplaces by characteristics is an important topic for research. The main factor that identifies the marketplace - the many vendors on one site. Gaining popularity, marketplaces are displacing online stores and centralizing online shopping around them. To navigate the abundance of existing sites, look at examples from different markets. The classification of marketplaces given in the article allows businesses to correctly understand what type they belong to and choose the right path to their further development and increase profits. As they gain popularity, marketplaces are gradually displacing online stores and centralizing online commerce around them. Therefore, every entrepreneur should not lose his chance to develop his own business by increasing its visibility and profit. Areas of further research may be the issue of insufficient use of the potential of Internet marketing by domestic enterprises, analysis of the effectiveness of marketing activities in social networks, evaluation of socio-economic efficiency of ecommerce for various economic spheres.