International Market Entry Strategy for a Large Russian E-Commerce Company

Currently, Ozon occupies one of the leading positions in the e-commerce market in Russia. After a successful IPO, one of the possible options for further development is entering the international market. The goal of this study is to develop recommendations on the formation of a strategy for entering the international market for a large Russian e-commerce company Ozon. To achieve the goal of the research, the following tasks were performed: 1) to identify theoretical foundations of the process of internationalization of the company; 2) to describe the e-commerce market; 3) to analyze the company Ozon; 4) to develop recommendations for the company's entry into the foreign market, including the location and method of the market entry. The following methods were used to achieve the objectives: systematic literature analysis (including academic articles and monographs, analytical reports, e-commerce company reports, articles from industry publications), in-depth interviews with e-commerce industry experts, use of strategic management analytical tools, collection, and analysis of secondary data, quantitative data processing. It is expected that the study results will help Ozon make a data-driven decision on how to enter the international market.