Standardization of trade regulation in the context of digitalization of the economy
The article deals with the problem of regulating relations between trade and producers of goods in a new plane, in the actively emerging online segment of the consumer market. The authors consider the transformation processes in domestic trade, the digitalization of the consumer market in the conditions of a permanent crisis in the economy, lockdowns, the isolation of the country in the system of international coordinates, the rejection of the free movement of people and resources. They analyze the first results of switching manufacturers of goods and wholesale suppliers from retail chains, as a priority channel of goods movement, to an online channel, new forms and technologies associated with it. They explore the prospects for the development of relations between small and medium-sized manufacturing businesses with a new form of market sales, which today includes marketplaces. They prove that the problems of manufacturers accumulated in relations with retail chains do not disappear anywhere, but only multiply and intensify. The authors substantiate the need to extend trade regulation tools to the sphere of online sales, intermediary operations in this segment, create standard conditions for manufacturers to access these product promotion resources, and distribute measures to protect the interests of small and medium-sized businesses. They analyze the existing regulatory mechanisms and the possibilities of their application in the online sphere. They offer directions for improving the current legislation.