Cash flow generation at e-commerce market in modern conditions

In the world of developing informatization and digitalization, the e-commerce niche has become a driver of key transformations in the global economy, and the COVID-19 pandemic has given e-commerce an additional im-petus to the growth of the financial well-being of companies with online stores, as well as to the development of online trading platforms. E-commerce is strengthening its position; the marketplaces are actively developing. They are convenient universal online platforms with lots of sellers, brands and a wide range of different categories of goods, which allows sellers with a low turnover of capital not to finance the opening and support of their online store, but to sturt up online and invest a little sum of money into the marketplace. There has been assessed the monetary turnover of the Russian online retailers, as well as considered their financial situation within a number of other indicators, analyzed the cash flows of the studied trade sub-sector and the prospects for the development of market volumes due to further digitalization of the economy, development of information and telecommunications technologies. The diagram of current e-commerce trends is illustrated. Wildberries marketplace has become an absolute leader in 2021 among Russian online retailers with a turnover of over 100 million rubles; the factors influencing the change in consumer behavior towards online shopping included the development of delivery infrastructure, consequences of the pandemic, and retailers’ investments in the promotion of online commerce. The promising directions of e-commerce market cash flows, factors and conditions for the transformation of online trading as a socio-economic system are systematized and meaningfully analyzed.