Strategy for increasing sales for small and medium businesses using the OLX, Prom.ua and HUBBER marketplaces

Abstract

Abstract: The article examines the effectiveness of sales growth strategies for small and medium-sized enterprises (SMEs) through the use of popular Ukrainian marketplaces such as OLX, Prom.ua, and Hubber. The purpose of the article is to identify and substantiate effective strategies for promoting products of SMEs on Ukrainian marketplaces, specifically OLX, Prom.ua, and Hubber. The need for such research is determined by the rapid development of e-commerce, which creates new opportunities for entrepreneurs while intensifying competition under conditions of a highly saturated market and an overloaded information environment. The research methodology is based on the application of comparative analysis, systematization of scientific sources, and the generalization of practical experience in conducting e-commerce on popular marketplaces. An analytical comparison of the key characteristics of the platforms (audience, costs of product placement, functional features) was conducted, which allowed for the assessment of their suitability for different business models. The results showed that OLX is the most widespread channel for quick sales due to its broad audience reach and ease of use, although its limited set of marketing tools reduces effectiveness for large-scale development. Prom.ua provides entrepreneurs with the opportunity to build long-term strategies through SEO promotion and the creation of proprietary online stores, which makes it more attractive for brand development. Hubber, as a multi-platform aggregator service, ensures integrated sales management across multiple online platforms, enabling business process automation and reducing administrative costs. It was established that the effectiveness of each platform depends on the appropriate selection and application of promotion tools: high-quality product cards, keyword optimization, the use of paid advertising, management of reviews and ratings, implementation of CRM systems, and optimization of logistics. The conclusions indicate that, in order to increase competitiveness, SMEs should combine several strategic approaches: comprehensive use of the platform’s marketing tools, automation of sales management, and active work with customer experience. The application of these measures ensures not only growth in sales volumes but also the formation of a long-term market position. Prospects for further research include the analysis of the impact of external factors on the development of e-commerce and the role of artificial intelligence in improving marketplace tools.