Innovation-Driven Evolution of the Sharing Economy in a Russian Region: The Case of Sverdlovsk Region

Relevance. The sharing economy, an emerging sector, encounters obstacles such as intricate regulations, insufficient funding, constraints in data collection infrastructure, and uncertainties in evaluation methodologies. For the best results, it is crucial to thoroughly examine risks and find effective ways for the sharing economy to grow in the region. Research objective. This study aims to examine trends in sharing economy development in a major Russian area, using the case of Sverdlovsk region as an example. Data and methods. The study relies on scientific publications from Scopus, EBSCO, and RSCI databases, alongside proprietary indicators and websites of 19 representative companies. It introduces a methodology utilizing SimilarWeb and Yandex WordStat services to collect consumer behavior metrics from online sharing economy platforms in Russia and Sverdlovsk region. Results. Results reveal escalating interest in sharing economy transportation services, suggesting potential funding reallocations in the public sector. Additionally, the popularity of freelance exchanges in Sverdlovsk region indicates a substantial remote work talent pool. Although the labor market's sharing economy is in its nascent stage, it demonstrates future growth potential. Notably, the rental of goods and equipment holds considerable promise for growth in Russia's industrial regions. Conclusions.The study identifies a research challenge centered on the formulation of methodological principles for evaluating essential parameters within innovative sharing economy economic models at the regional level. Methodological guidelines are outlined, encompassing empirical assessments via SimilarWeb and Yandex WordStat services, with proposed indicators for analysis. Recommendations to support shared economy companies are also provided, serving as a potential blueprint for the government of Sverdlovsk region in their future planning endeavors.