ECONOMIC EFFECTS OF PERSONAL DATA REGULATION ON THE DEVELOPMENT OF CRM TECHNOLOGIES IN RUSSIAN E-COMMERCE ORGANIZATIONS

Abstract

The article is devoted to the analysis of how the tightening of Russian legislation on personal data affects the economy of implementation and operation of CRM technologies in e-commerce organizations. The relevance of the topic is due to the growth of the Internet commerce market of the Russian Federation, which reached 11.5 trillion rubles in 2025, and the introduction of negotiable fines for personal data leaks in accordance with Federal Law No. 420-FZ. The purpose of the work is to determine the main channels through which the regulatory requirements of Federal Law No. 152-FZ "On Personal Data" form economic effects for the CRM infrastructure of retailers: compliance costs, data localization costs, limiting the amount of information available for personalization, and the risk of negotiable sanctions. The methodological basis of the study was a comparative legal analysis of regulatory acts of 2020-2025, a generalization of industry statistics and an analysis of scientific publications on CRM analytics. As a result, it was found that the regulation is ambiguous. On the one hand, it increases the operating costs of small and medium-sized e-commerce entities, on the other hand, it stimulates the demand for domestic CRM platforms with built-in consent and anonymization modules, accelerating import substitution in the market. For e-commerce organizations, compliance turns from a legal function into a competitive advantage, subject to the architectural restructuring of customer data management systems. The findings are applicable in the formation of a digital retail transformation strategy and in the development of industry recommendations to reduce the regulatory burden.