The qualification work analyses the development and implementation of marketing strategies for a product on the Internet. Modern concepts and tools of marketing in the digital space were studied, and their impact on product promotion was determined. The analysis of the current state of the company ‘FOP Kholodova Kristina Igorevna’ in the context of online marketing allowed to identify key aspects and develop
recommendations for its improvement. The article also analyses the marketing budget and the expected results of the activities to achieve the goal of effective product promotion on the Internet.