The expert warned about hidden mechanisms of marketplaces to stimulate purchases

Marketplaces are increasingly using algorithms, personal recommendations, and social media mechanics to encourage purchases even before the user has a conscious need. Artem Vaskanyan, Deputy General Director for Logistics of the 3PL operator NC Logistic, told Izvestia on May 21.

According to him, online platforms have long been competing not only with prices and speed of delivery. They are turning into digital ecosystems where customer behavior is analyzed in real time.

"Neural network systems collect data on purchases, views, returns, and time spent on product cards. They are used to create digital profiles that accurately predict user interests and offer relevant products," said Vaskanian.

The expert explained that marketplaces actively use mechanics similar to social networks: an endless feed, "You might like it" collections, personal recommendations, ratings and reviews. As a result, the user visits the platform "just to look," but the algorithms involve them in choosing products and keep them inside the service.

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In the future, according to Vaskanian, marketplaces will integrate social media tools even more actively. Users will be able to see collections from bloggers and influencers, and content authors will be rewarded for purchases based on their recommendations.

The expert called internal digital currencies, bonus points and cashback another way to retain customers. Such tools encourage repeat purchases and make it more profitable for users to stay within the same platform.

Vaskanian believes that marketplaces will gradually develop according to the model of large digital ecosystems, where purchases, payments, tickets, financial services and other daily operations are combined in one application.

At the same time, the expert warned that the mechanics of impulsive purchases will intensify. To reduce unnecessary expenses, he advises not to buy the product immediately after the first viewing, but to give yourself a few hours or a day to make a decision.

"Another way to reduce the number of impulsive purchases is to delete saved bank cards and disable SBP and Pay services. The need to manually enter card details each time reduces the likelihood of impulsive purchases," the expert concluded.

Psychologist Alexandra Grazhdanov said on April 13 that credit anxiety is associated not only with worries about money, but also with a sense of loss of control, stability and security. According to the expert, unlike rational financial planning, such anxiety can capture attention and affect daily life. It manifests itself in constant internal tension, obsessive thoughts about debts, scrolling through negative scenarios, as well as in sleep disorders, concentration and bodily discomfort.