CROSS-BORDER B2C E-COMMERCE IN RUSSIA IN NEW ECONOMIC CONDITIONS

The development of e-commerce in general and e-commerce could not but affect the sphere of movement of goods between countries. This phenomenon, called cross-border electronic commerce, has demonstrated significant rates of development not only globally, but also within the Russian Federation. However, the sanctions restrictions of 2022-2024 significantly reduced the scale of online imports, radically changed the geography of commodity flows, and significantly hampered the supply of many brands to the Russian consumer market. The development of cross-border electronic trade in consumer goods through the parallel import mechanism has partially overcome the negative consequences of the restrictions imposed, the Russian market continues to adapt to new economic conditions, faces numerous challenges associated with complicated logistics and payments between different countries, and the receipt of counterfeit products from abroad. The article examines the trends of Russian online import of consumer goods within the framework of cross-border e-commerce, determines the prerequisites for its development, and determines the factors limiting its growth.