Vol. 11, No 1: 77–82.

Economics

 2026

Scientific article

UDK 339.14
pdf-version

Maksim A. Hirsin
master's degree, Petrozavodsk State University
(Petrozavodsk, Russia),
guardungdas@mail.ru

Diversification of Sales Channels as a Strategy for Adapting Small Retail to the Institutional Conditions of Marketplaces

Scientific adviser:
Oksana N. Prokhorova
Reviewer:
Irina Romanova
Paper submitted on: 03/05/2026;
Accepted on: 03/29/2026;
Published online on: 03/29/2026.
 Abstract. The article examines the problem of small retail's sustainability in the context of the dominance of digital platforms (marketplaces). It is argued that focusing solely on a single distribution channel creates an institutional trap: a low entry threshold is combined with high transaction costs, opaque rules, and the pressure of advertising auctions, which reduces the long-term viability of small entrepreneurs. The article concludes that in the context of the platform economy, small retail should transition to an omnichannel model.
Keywords: small retail, marketplaces, platform economy, institutional trap, diversification of sales channels, D2C (direct-to-consumer), omnichannel, adaptive strategies

For citation: Hirsin, M. A. Diversification of Sales Channels as a Strategy for Adapting Small Retail to the Institutional Conditions of Marketplaces. StudArctic forum. 2026, 11 (1): 77–82.

References

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Radaev V.V. Who owns power in consumer markets: relations between retail chains and suppliers in modern Russia. Moscow, Higher School of Economics, 2011, 383 p. (In Russ.)

Williamson O.E. The economic institutions of capitalism: Firms, markets, relational contracting. St. Petersburg, Lenizdat, CEV Press, 1996, 702 p. (In Russ.)

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