MECHANISMS FOR SHAPING CONSUMER DEMAND FOR SMALL BUSINESS PRODUCTS ON MARKETPLACE PLATFORMS
Abstract
The rapid development of digital technologies has significantly transformed the way small businesses interact with consumers, promote products and organize sales processes. Marketplace platforms have become one of the most important digital tools for small business development, as they provide access to a wider customer base, reduce market entry barriers and create new opportunities for product visibility. However, successful participation in marketplaces does not depend only on product availability. Consumer demand is shaped by a complex system of factors, including product presentation, price transparency, customer reviews, platform trust, delivery conditions, payment convenience, digital marketing instruments and after-sales service.
This paper examines the mechanisms for shaping consumer demand for small business products on marketplace platforms. Special attention is paid to the role of digital trust, social proof, personalized recommendations, product content quality and customer experience. The study argues that small businesses should not consider marketplace platforms only as sales channels, but as integrated digital ecosystems where demand is formed through interaction between technological, psychological, social and economic factors. The paper proposes practical recommendations for improving product visibility, strengthening consumer confidence and increasing repeat purchases on marketplace platforms.
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