Pricing Strategies of Firms in the Conditions of e-Commerce

In a broad sense, e-commerce includes any form of economic activity, carried out through the Internet. The development of electronic commerce forced sellers to transform their vision of the pricing base. Classic strategies applicable in offline trading can show their inefficiency on the online site. Despite the importance of the pricing strategy, especially in the retail industry, little attention was paid to this topic in scientific research. Online trading offers a modern seller a large number of opportunities in the sale and formation of a pricing strategy. There is a large amount of scientific literature that is devoted to assessing price discrimination in various competitive conditions and under various assumptions about consumer demand, information that consumers and producers have, the ability of the producer to fix prices, etc. Studies on pricing tactics and especially price increases in retail trade are many, but there is no consolidated opinion on this issue in the literature. The purpose of this work is to analyze price strategies in online trading and develop recommendations for improving the price strategy for OZON.ru Objectives of the study: 1. To study the concept of price strategies, the specificity of price strategies in online trading. 2. To conduct a survey of the e-commerce market in Russia, 3. Identify price strategies for online retailers, 4. To study the current strategy and propose recommendations for its improvement for OZON.ru During the research, the following methods were used: case study, study of available scientific and analytical articles. Finally, it was created a recommendation to introduce elements of personalized pricing in categories that occupy the largest share of the portfolio and estimated potential benefits. The results of the work should be useful for enterprises operating in this field.