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Estimating E-Commerce Market Share and its Drivers: Example of Russian Hygiene Products Market

Student: Viktoriia Miroshnichenko

Supervisor: Mariya Molodchik

Faculty: Faculty of Economics, Management, and Business Informatics

Educational Programme: Economics (Bachelor)

Year of Graduation: 2021

Abstract E-commerce introduction is seen in every sphere of business. More and more companies place their business online and sell goods through websites or marketplaces. However, there is no universal method to estimate market share online. In particular, this research focuses on external tools, such as Google Trends and Yandex Wordstat, which can measure brand awareness online. This research is a practical task offered by the company «Essity» and aims at analyzing the validation of search requests engine tools for estimating e-commerce market share. The method of doing research includes qualitative analysis and t-test. The database consists of information about 22 companies on Russian hygiene market. Included variables are webcontent metrics, online trade volume in 2020. The results suggest that the search engine tools indicators can serve as proxy of online market share. The study consists of five main parts: introduction, theoretical background, research design, market share identification, discussion and conclusions.

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