Formation of entrepreneurial strategy on marketplaces

The article examines the formation of entrepreneurial strategy on marketplaces under the conditions of digital transformation of trade. By the end of 2024, the volume of retail e–commerce in the Russian Federation exceeded 11 trillion rubles, indicating structural changes in the entrepreneurial environment and the increasing dependence of small and medium–sized businesses on platform infrastructure. The purpose of the study is to develop a theoretical and applied approach to shaping entrepreneurial strategy within the algorithm–driven marketplace environment. The object of the research is entrepreneurial projects selling goods via digital platforms. The subject of the research is the mechanisms of strategic behavior of entrepreneurs in the context of the platform economy. The study employs system analysis, comparative analysis, and structural–functional analysis of digital platforms. As a result, a typology of entrepreneurial strategies is proposed and an adaptive entrepreneurial strategy model is developed, aimed at managing digital performance indicators and ensuring project sustainability. The practical significance of the study lies in the applicability of the proposed model for small and medium–sized enterprises when designing strategic decisions on marketplaces.