A STRATEGY FOR INCREASING THE SELLER’S RATING ON THE MARKETPLACE

Recent years have seen significant growth in e-commerce, and digital technologies are becoming increasingly accessible to consumers and businesses around the world. In Ukraine, in turn, the field of e-commerce is also actively developing, and a large number of consumers make their purchases through marketplaces. The article is devoted to the analysis of the formation and improvement of the rating of sellers on the retail marketplaces in the difficult conditions of the economic crisis and the negative impact of the ongoing hostilities on the territory of Ukraine. One of the leading Ukrainian marketplaces Rozetka was the basis of the study. The article analyzes the current economic situation and marketing opportunities for maintaining and increasing the rating of sellers. The experience of entrepreneurs is also considered and supported by our own empirical research. Retail trade on marketplaces is important for the economy of Ukraine, as it creates jobs and helps the population quickly get the most necessary goods of good quality and at a competitive price. The article proposes measures to provide the enterprise with the necessary number of sales during the war, as well as methods for increasing the seller's rating on marketplaces with the involvement of the necessary effective marketing tools. This approach allows Ukrainian businesses to effectively compete in the electronic space and use positive trends in the development of online trade for their success. The experience of top sellers of popular categories of goods on the main marketplaces of Ukraine was analyzed, the number of open stores was considered, and empirical research was conducted on their own stores on key marketplaces with the results of the pre-war sales level. As a result, a strategy for increasing the number of orders in the new work environment was formed and tools were proposed to improve the seller's rating, which can help businesses stay afloat. The use of this strategy is universal for most areas of business, as it is based on the integrity and maximum return of the seller to the workflow of receiving and processing orders.