МЕТОДИКА ПОБУДОВИ СИСТЕМИ ПРОДАЖІВ НА ВЕЛИКИХ ТОРГОВИХ МАЙДАНЧИКАХ

Building a sales system in a digital environment is different from traditional sales systems. There is no direct communication between the buyer and the seller, and the interaction takes place through digital ways of communication: social networks, trading platforms, e-mail, telephone. The dynamic development of e-commerce has contributed to the growth of trust in digital communication and sales using these methods of communication with the client. Sales systems on large trading platforms (electronic markets) differ from traditional sales. The differences are due to the unification of digital platform functions available to all users and the only sales procedures and standards. The article's purpose was to develop a methodology for building a sales system on large trading platforms. The study formed the concept of a sales system on the trading platform as a set of processes, standards and procedures to ensure a certain, planned volume of product sales on the electronic market. The author found that the construction of the sales system is based on the principles of flexibility, manufacturability, customer focus (the system of reviews and ratings), problem-oriented, the formation of product value and bringing the value of the product to the customer. The author defined three main stages of building a sales system of digital trading platforms: competitive analysis of the market, the formation of a sales strategy and the choice of a set of advertising campaigns, the use of digital tools for analysis and control of advertising campaigns. The built-in functions of the digital platform provide the merchant with automated tools to promote products in different competitive niches, provide for standardization and unification of sales systems, a set of advertising campaigns and a set of performance indicators. The feedback and rating system is also found to be a standardized element of the e-marketplace sales system. The system of reviews and ratings are some of the most important elements of sales on trading platforms, which are automatically built and form the reputation and competitiveness of the seller of an electronic marketplace.