Theoretical and Methodological Foundations of E-Commerce Development for the Fashion Industry

Kariaka Olesia

Abstract: This article examines the theoretical and methodological framework for the development of e-commerce in the fashion industry using the example of the Ozon marketplace and comparable platforms. The research aims to conduct a comparative analysis of service models (FBO and FBS), assess the economic and logistical parameters of unit economics, identify factors influencing the commercial success of sellers in the fashion category, and determine the role of visual content and ranking algorithms in reducing return rates and increasing conversion. The relevance is driven by the rapid growth of fashion sales in online trade, the high level of returns (30-45%), changes in consumer habits, and the necessity of improving platform mechanisms for recommendations, logistics, and financial models. The novelty of the research lies in the integrated application of methodological approaches: a comparative analysis of FBO and FBS schemes, taking into account commissions, delivery, and return tariffs; and a statistical examination of refusal reasons based on data from E-pepper, Guru Seller, and Kommersant. The main conclusions show that a two-sided marketplace platform provides cross-sided network effects and audience scale. The balance between storage costs and delivery speed determines the choice between FBO and FBS. High-quality visual content and transparent descriptions contribute to reducing return rates and strengthening reputation, while ranking algorithms and participation in promotional campaigns shape organic and controlled traffic. The synergy of internal platform tools and external influencer marketing creates a continuous flow of targeted buyers and provides ongoing monitoring of market mechanism changes. This article will be helpful for researchers and practitioners of electronic commerce, marketplace managers, and fashion brands seeking to optimize online sales strategies.

Keywords: e-commerce, fashion industry, marketplace, platform economy, Ozon

How to Cite?: Kariaka Olesia, "Theoretical and Methodological Foundations of E-Commerce Development for the Fashion Industry", Volume 14 Issue 7, July 2025, International Journal of Science and Research (IJSR), Pages: 1840-1845, https://www.ijsr.net/getabstract.php?paperid=SR25723145650, DOI: https://dx.doi.org/10.21275/SR25723145650