This research is dedicated to the justification of specific features in developing a strategy for the successful launch of a new product assortment on marketplaces amid the rapid growth of e-commerce in the Russian Federation. The authors identify the key components involved in analyzing the enterprise’s micro- and macro-environment, examine the advantages and disadvantages of platforms available for introducing new assortments, and explore the characteristics of defining the target audience. As a result of the study, an algorithm was developed to determine the framework of assortment launch with an emphasis on minimizing risks.