Formation of an effective financial strategy for Russian marketplaces in the context of the development of digital blockchain technologies

The article is devoted to the development of recommendations for the formation of an effective financial strategy for Russian marketplaces based on the implementation of digital blockchain technologies for using cryptocurrency settlements in the payment system of e–commerce market participants. An assessment is made of the effectiveness of the influence of digital technologies on the formation of the financial strategy of marketplaces. This article analyzes the feasibility of using virtual money to improve the effectiveness of the financial strategy. This study also reflects the results of research on the practical implementation and use of digital blockchain technologies and cryptocurrency in the financial strategies of the leaders of the Russian marketplace market, formed on the example of leading e–commerce participants such as Wildberries LLC, Internet Solutions LLC (Ozon) and DNS Retail LLC. The proposed measures are substantiated by mathematical calculations of the projected amounts of income and expenses associated with the use of cryptocurrency as an effective method of payment for goods posted on marketplaces. The introduction of digital blockchain technologies and cryptocurrency into the financial strategies of Russian marketplaces is a relevant direction for the development of the online commerce market in order to increase its competitiveness and the emergence of additional innovative advantages in the global arena, that is, in general, in the international marketplace market. The results of the calculations and analysis of the proposed measures made it possible to establish the amount by which revenue, gross profit and net profit of «platform economy» companies can grow. As a result, this made it possible to prove the effectiveness of forming a financial strategy in the context of using digital blockchain technologies.