ANALYSIS OF INTANGIBLE ASSETS OF ONLINE STORES IN RUSSIA

In the modern context, the competitiveness and financial performance of enterprises are greatly influenced by intangible assets. The present study is aimed at providing an up-to-date description of the intangible assets of Russia's largest online stores. The article analyzes the intangible assets of the twenty largest online stores in Russia in terms of their revenues based on the accounting reports for 2011-2018. The results have shown that despite the increase in the value of intangible assets in the# industry, their share in assets and noncurrent assets remains low, which indicates a good potential of online stores for further growth of intangible assets. In 2016, the efficiency of using intangible assets decreased in most companies, which was due to both an increase in their value and a tough economic situation. However, in 2018, most online stores showed an increase in performance indicators reflecting the use of intangible assets. No positive relationship between the share of intangible assets in the assets of online stores and their financial performance was revealed which is explained by the accounting system of intangible asset