Digital landscape of BIG TECH barter models in the context of the evolution of logistics, marketing and services

I.V. Sonts, S.E. Barykin, S.M. Sergeev, E.A. Makarenko, S.G. Bozhuk

Abstract. Modern conditions of economic and trade activities are associated with a number of fundamental obstacles. Sanction pressure complicates calculations, which requires development of alternative approaches, including use of extended transaction chains. Problems also arise in the field of logistics and contractual discipline, which lead to additional costs for businesses and a significant increase in the duration of trade transactions. Given high interest rates, such circumstances significantly reduce companies’ profits. Maintaining the sustainability of commercial activities, especially in cross-border trade, largely depends on the introduction of new tools for interaction between market participants, in particular barter transactions. Barter transactions are part of transformation of business processes focused on digital integration and allow companies to adapt to global challenges. The purpose of the study is to develop an algorithmic basis for making optimal decisions when forming a plan for barter transactions for a possible range of company’s product matrix. To achieve this goal, it is proposed to use methods for balancing the interests of the parties, matching algorithms and the “top trading cycle” (Top Trading Cycle), as well as the application of software optimization methods. Additionally, modern financial market trends aimed at integrating digital instruments developed by large technology companies into the payment landscape of BIG TECH digital instruments are taken into account. The work focuses on the problems of platform transformation, which helps service providers adapt to new economic realities, digital instruments that ensure increased competitiveness of companies, new algorithms and models for barter transactions, which can become part of the platform strategy.

Keywords: barter transactions, foreign trade, big data, mathematical modeling, marketplace, matching method, digital tools

For citation. Sonts I.V., Barykin S.E., Sergeev S.M., Makarenko E.A., Bozhuk S.G. Digital landscape of BIG TECH barter models in the context of the evolution of logistics, marketing and services. News of the Kabardino-Balkarian Scientific Center of RAS. 2025. Vol. 27. No. 1. Pp. 62–78. DOI: 10.35330/1991-6639-2025-27-1-62-78