Authors:

V.N. Suyazov

Russian International Academy for Tourism (RIAT), Khimki, Russia

Abstract:

Rapid digitalization has resulted in marketplaces asserting their dominance and creating critical platform dependence among small businesses on the terms set by e-commerce platforms. Sales growth achieved through these channels entails a decrease in profit margins and entrepreneurs’ strategic autonomy, posing risks to their economic sustainability. Our research aims to develop and validate managerial tools for quantitatively assessing and reducing the level of small business dependence on external platforms. The concepts of platform capitalism and institutional economics, as well as approaches to managing transaction costs in the digital environment constitute the theoretical basis of the study. The research methods include optimization modelling of sales distribution and a quasi-experimental method for evaluating the effectiveness of implemented solutions. The evidence base covers management accounting data from 45 small enterprises, results of interviews with business owners, and e-commerce market statistics. We propose a set of 12 organizational-economic mechanisms grouped into four blocks: diversification of sales channels, development of proprietary digital assets, optimization of platform presence, and collective action. Quasiexperimental results have confirmed the effectiveness of the presented set of mechanisms, manifested in statistically significant reductions in the platform dependence index, increased operating margins, and enhanced aggregate revenue in the experimental group. The research findings extend transaction cost theory to digital platform contexts and offer a practical toolkit for small businesses, marketplaces, and regulatory authorities.

Keywords: platform ecosystem; marketplace; small business; e-commerce; platform dependence index; diversification of sales channels; strategic autonomy; digital vulnerability.

For citation: Suyazov V.N. (2026). Marketplaces in Russia: Reducing platform dependence of small businesses. Upravlenets / The Manager, vol. 17, no. 4, pp. 25–39. DOI: 10.29141/2218-5003-2026-17-4-2. EDN: JBHHMY

Article info: received January 12, 2026; received in revised form March 17, 2026; accepted April 21, 2026