OMNICHANNEL STRATEGY, CONSUMER SAFETY, AND TECHNOLOGICAL INNOVATIONS ON MARKETPLACES
Abstract
The article focuses on highlighting the key directions in the development of omnichannel strategies, ensuring consumer security, and implementing advanced technological solutions in the context of digital marketplace operations. It examines current trends in e-commerce, particularly the use of augmented reality (AR), machine learning (ML), and blockchain technologies to enhance service quality and personalize customer offerings. Special attention is paid to the integration of these technologies into the business models of modern marketplaces, which aim to provide a unified customer experience across multiple communication channels. The paper presents concrete examples of leading digital platforms that effectively implement innovative solutions to create a secure online trading environment. It also analyzes the impact of digital technologies on changing consumer behavior and the formation of new service standards.
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