ASSORTMENT POLICY OF MARKETPLACES IN THE CONTEXT OF STRATEGIC MANAGEMENT AND THE DIGITAL ECONOMY
Abstract
This article investigates the assortment policy of online marketplaces in the context of strategic management and the development of the digital economy. It provides a comprehensive analysis of the multi-level structure of marketplace assortments, including the combination of proprietary and third-party products, and examines the role of advanced digital tools, such as Big Data, artificial intelligence (AI), and customer relationship management (CRM) systems, in managerial decision-making processes. The study presents statistical data on leading global and Ukrainian marketplaces, highlighting the dynamics of Gross Merchandise Volume (GMV) from 2022 to 2025 and identifying trends in market growth. Key challenges in assortment management are also discussed, including market oversaturation, rapid changes in consumer preferences, intense competition, and technological risks that may affect platform performance. The research emphasizes the importance of leveraging digital technologies to optimize assortment policies, improve operational efficiency, and enhance the competitive advantage of online platforms. Furthermore, the paper explores how strategic assortment decisions influence customer satisfaction, retention, and overall marketplace profitability. By integrating quantitative data and qualitative analysis, the study offers practical insights for marketplace managers and policymakers seeking to navigate the complex and rapidly evolving e-commerce landscape. The findings underline that the effective use of AI, Big Data analytics, and CRM solutions is essential not only for informed assortment planning but also for anticipating market shifts, personalizing product offerings, and maintaining sustainable growth in the digital economy. Overall, this research contributes to a deeper understanding of strategic assortment management in marketplaces and provides evidence-based recommendations for enhancing platform performance and competitiveness in the global e-commerce sector.
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