The article considers the issues of the development of product market organizational structure in Russian periphery, in particular, in West Siberia. Some statements about fixed-shop and periodical trade, wholesale and retail trade during the capitalist modernization period at the beginning of the XX century are specified. The tendencies in the development of exchange (“virtual”) trade and trade at the fairs (“in-person”) are compared. The problem of complex approach to the product market investigation i. e. on the national level and on different territories, provinces, divisions; in railroads operating range and in remote areas; in rural and urban areas, is considered in the article. Qualitative processes in developing old archaic forms of periodical trade are studied using fairs as an example, in addition, new forms of trade (commodity exchanges, cooperative stores, shops, street-stands) are considered. The author argues that those forms of the goods distribution with the adaptation of buying-up and selling facilities to the conditions of a particular territory, characteristics and storage conditions, market and consumers’ preferences complemented each other and cooperated with each other extremely well.