The article examines the transformation of value chains in Eurasia (in particular, in the China- Russia-EU triangle) stemming from implementation of digital technologies and rapid growth of electronic commerce. Thus, the issue of insufficient regulations is analyzed. Considering alternative target models for regulating the e-commerce market in Russia, the authors justify the importance of creating a common digital interaction mechanism in the e-commerce market aimed at creating favourable conditions both for the development of domestic trading digital platforms and for the transit of goods sold online and exported from China to the EU markets and vice versa.