Russian Customers' Attitudes Toward Reselling

This paper examines the attitude of Russian users to retail as a phenomenon in the field of online commerce. The purpose of the study is to identify the main motives and preferences of consumers when buying goods through retail platforms, as well as to assess the impact of retail on the retail market and customer behavior. To achieve these goals, an online survey of 118 people of various age categories was conducted. Five hypotheses concerning user preferences, the importance of convenience and reliability of retail platforms, obstacles to participation in retail, the age of users and their level of awareness about retail platforms were put forward and tested. The analysis of the results showed that Russian users prefer retail due to more affordable prices, user-friendliness of interfaces and reliability of platforms. Distrust of sellers and fear of buying a fake remain significant barriers, especially for older age groups, while young people show more interest in resale. Based on the revealed data, recommendations have been developed to improve the operation of Russian retail platforms, including improving user experience, measures to increase user confidence and strategies to attract new users. The implementation of these recommendations will help the platforms to increase their competitiveness and meet the needs of users, contributing to the growth of customer trust and loyalty. The results of the study can be used by manufacturers and sellers to improve their sales strategy through the retail channel, as well as to understand consumer behavior in the Russian market. The work is structured on the basis of an introduction, a theoretical part, an academic part, conclusions and conclusions.