STRATEGIC MANAGEMENT OF A STORE ON THE ROZETKA MARKETPLACE: FEATURES, CHALLENGES, AND EFFECTIVE APPROACHES

Abstract

The rapid development of the digital economy has significantly transformed retail trade, with marketplaces becoming one of the most influential business models. In Ukraine, the Rozetka platform has established itself as the leading e-commerce marketplace, providing enterprises and entrepreneurs with opportunities to expand their product range, scale sales, and reach new customer segments. However, the intensifying competition, dynamic changes in consumer preferences, and growing technological complexity necessitate effective strategic management of online stores operating on this platform. The purpose of the article is to investigate the features and challenges of strategic management on Rozetka and to justify effective approaches for enhancing business competitiveness. The research is based on the analysis of scientific literature, open statistical data, and case studies of Ukrainian companies selling electronics and household goods. The results show that success on Rozetka requires an integrated approach that combines strategic positioning, flexible pricing, effective marketing communications, reputation management, and operational excellence in logistics and customer service. Key success factors include the development of unique value propositions, dynamic pricing strategies, optimization of product listings, and systematic monitoring of ratings and customer feedback. The study highlights that the platform’s high level of transparency and competition forces sellers to continuously adapt their strategies, while the use of both internal and external marketing tools strengthens visibility and customer loyalty. Practical recommendations are proposed regarding assortment management, the use of data analytics, customer experience improvement, and brand development. The findings contribute to the theoretical understanding of strategic management in e-commerce and have practical value for businesses seeking sustainable growth on digital platforms. Future research should explore automation of decision-making through big data and artificial intelligence, as well as the impact of macroeconomic and wartime risks on supply chains and customer behavior.