Marketplaces as a New Market Infrastructure: Models, Competition, and Impact on SMEs

Abstract

The purpose of the study is to provide a comprehensive analysis of marketplaces as a new infrastructure of the goods market, in particular to identify their functional characteristics, the specifics of the competitive environment, and their impact on the activities of small and medium-sized enterprises. The relevance of the topic is driven by the rapid development of the digital economy, which leads to the transformation of traditional mechanisms of market interaction and changes in the role of economic agents.

The research methods are based on a combination of general scientific and specialized approaches. A systems analysis was used to determine the place of marketplaces within the market structure, a comparative method was applied to study their operational models, and statistical analysis was employed to assess the dynamics of e-commerce development. The analytical foundation is formed by contemporary scientific studies, reports of international organizations, and official statistical data for 2022-2025.

The research findings indicate that marketplaces have evolved from simple trading platforms into multifunctional digital ecosystems that act as infrastructural intermediaries. It has been established that their development is accompanied by the strengthening of network effects, market concentration, and the growing importance of algorithmic management. It is proven that competition on marketplaces is becoming increasingly complex, encompassing not only price factors but also informational, technological, and behavioral aspects. It is determined that small and medium-sized enterprises gain significant advantages, such as access to global markets and reduced entry barriers; however, they also face risks related to platform dependency, limited control over business processes, and increased competitive pressure.

Conclusions. Marketplaces are shaping a new model of market organization that combines infrastructural, informational, and regulatory functions. Their impact is dual: they enhance the efficiency of market processes while simultaneously creating conditions for the concentration of economic power. The further development of marketplaces requires a balanced approach that considers the need to maintain competition, protect the interests of market participants, and adapt regulatory policy to the conditions of the digital economy.