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The Russian digital marketplace market is experiencing growth, spurred by the expansion of e-commerce. E-commerce turnover in the country surged significantly in recent years, creating an increasing demand for digital platforms offering diverse products and services. However, cybersecurity threats and privacy concerns are hindering market growth, as consumers hesitate to engage in online transactions. Despite these challenges, the integration of augmented reality (AR) and virtual reality (VR) technologies into online marketplaces presents an opportunity to offer immersive shopping experiences, boosting engagement and sales.