PROSPECTS AND LIMITATIONS FOR ONLINE SALES OF AGRICULTURAL PRODUCTS IN RUSSIA

Issue № 8, 2026, article № 13, pages 144-152

Section:

Language: Russian

Original language title: ПЕРСПЕКТИВЫ И ОГРАНИЧЕНИЯ ДЛЯ РАЗВИТИЯ ОНЛАЙН-ПРОДАЖ АГРАРНОЙ ПРОДУКЦИИ В РОССИИ

Keywords: AGRO-INDUSTRIAL COMPLEX, ONLINE TRADING, MARKETPLACE, ONLINE SALES, ONLINE TRADE, AGRICULTURAL INDUSTRY, DIGITAL PLATFORM, E-COMMERCE, ELECTRONIC COMMERCE

Abstract: The digital transformation of sales channels is a key factor in enhancing the resilience and competitiveness of all economic sectors as a whole. Research into the agro-industrial complex in this aspect is important, as the dynamics of online sales in this sector are developing at a distinct pace. The relevance of this topic is driven by the dynamic development of digital technologies, which are altering the structure of agricultural product sales channels, and is further confirmed by the growth in e-commerce turnover, which in Russia in 2025 amounted to 11.6 trillion rubles. The aim of this study is to analyze domestic experience, the current situation, and to identify promising vectors for the development of online agricultural product sales in Russia. The current stage is characterized by the formation of a segmented system of digital platforms, with public-private initiatives playing a dominant role. It has been revealed that while federal specialized marketplaces for the sale of agricultural products already exist, their level of penetration remains low. This is contributed to by existing limitations that restrain the pace of e-commerce development in the agro-industrial sector. Assessing these limitations and determining a course of action to address them will facilitate the process of integrating online sales into the agricultural sector, aiming to develop connections between producer and consumer, which in turn will positively influence the economic sustainability of this sector.

Authors: Rusinovich Olga Viktorovna, Astra Angelica Alexandrovna, Galimova Anna Nikolaevna