The article examines the key barriers limiting the use of electronic trading platforms by private businesses in Russia. The analysis of the functionality of these platforms, their advantages and disadvantages, as well as the main factors preventing the involvement of companies in digital trading processes are identified. The study includes an analysis of the key functions of the platforms, methods of attracting private business and the limitations faced by companies when working on electronic trading platforms. Practical cases are considered, including the opinions of experts and users, as well as a comparative analysis of successful international practices in this field. Special attention is paid to the problems of accreditation, financial and psychological barriers, bureaucratic restrictions and insufficient awareness of business about the capabilities of the platforms. The issues of trust in the sites, the level of digital literacy of participants and the adaptation of existing mechanisms to the needs of small and medium-sized businesses were also analyzed. Based on the identified barriers, recommendations are proposed for their elimination, as well as for improving the mechanisms of electronic trading platforms to increase their accessibility, efficiency and attractiveness for private companies.