Mikhail Komarov – Lecturer, Department of Innovation and Business in Information Technologies, Faculty of Business Informatics, National Research University Higher School of Economics.
Address: 20, Myasnitskaya str., Moscow, 101000, Russian Federation.
E-mail: mkomarov@hse.ru

Alina Testova– Student, Faculty of Business Informatics, National Research University Higher School of Economics.
Address: 20, Myasnitskaya str., Moscow, 101000, Russian Federation.
E-mail: altestova@gmail.com

Web 3.0 concept was introduced several years ago to identify new generation of Web following era of social media. Ideas of this concept seem fantastic, but nowadays its active implementation has started both in whole Internet network and particularly in e-commerce.

At this moment Web 3.0 concept has several explanations. Therefore the purpose of this paper is to specify 3.0 framework, determine the most relevant methods of its application and methods of its practical use. 

First step towards restructuring of business processes in accordance with Web 3.0 principles could be done by more active use of QR codes. This technology could further be supported by microcontrollers and microblogs programmed by user. The conclusion is that Web 3.0 affects three of four Ps model categories (especially product and place). Price (the fourth element of four Ps model) is affected by Web 3.0 only indirectly by way of extended analytics, risk mitigation due to improvement of procurement and delivery system, improvement of user loyalty based on high-quality afterservice, addition of new sales points and competitive expansion in the field of e-commerce. As a result of Web 3.0 implementation e-commerce will qualitatively change in all categories of four Ps marketing model. However it should be noted that cost of existing technologies, which allow implementing above mentioned capabilities, will inevitably decrease. This fact is supported by represented statistical data.