The purpose of this article is to argue the leading role of intangible assets in increasing the competitiveness of manufacturing and trading companies operating in the e-commerce market. The reasons that caused the accelerated development of this market are disclosed, which include the need to ensure a balance in the level of automation of production and trade; actually, the emergence of the Internet; monopoly trends in the development of traditional trade and the importance of electronic platforms to ensure the competitiveness of manufacturing companies that have exhausted their potential in the offline trade market. Based on the analysis of the composition and structure of the elements of the market mix of a manufacturing company operating in the e-commerce market, the priority importance of intangible assets in the implementation of marketing technology for improving the performance and competitiveness of companies is shown.
e-commerce, marketplace, competitiveness, enterprise-seller, intangible asset
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