The prominent trend in the global e-commerce development hardly leaves aside any country nowadays. Russia is not exclusion here. But, despite the strong existing interest and motivation to develop the B2C e-commerce, still, there are impediments to that. On the one hand, it is well known that e-commerce allows decreasing costs, thus, making both provision and prices of product more comfortable for customers. But on the other hand, such impediments,
as inadequate regulation (or the absence of such regulation), the absence of readiness of people to adopt the modern technologies, and some other inhibit the development of e-commerce in Russia. By using the modern quantitative
techniques, the current research is aimed at revealing the principal barriers and incentives that exist in this sphere, and at providing policy recommendations. Contributions/Originality: To the best of our knowledge, there have been no
relevant studies on the Russian B2C e-commerce recently. This introduces a major gap in the applied research on the subject matter since the Russian B2C e-commerce sector itself has been actively developing over the past years. So, our
research contributes to obtaining better understanding of the peculiarities and trends in this field.