ANALYSIS OF MODERN TRENDS OF DIGITIZATION IN RETAIL TRADE OF UKRAINE

Abstract

Liakh S.M.  ANALYSIS OF MODERN TRENDS OF DIGITIZATION IN RETAIL TRADE OF UKRAINE

Purpose. This aim of the study is to propose the analysis of current trends in digitalization in the retail trade of Ukraine and identify key digitalization trends that affect the business models of retailers in the context of war and economic challenges.

Methodology of research. General scientific and specific methods were used to achieve this goal, such as: the dialectical method of scientific knowledge – to consider the essence of the concept of digitalization in retail trade; systematic approach – to analyse the interrelationships of digitalization trends in retail trade; methods of analysis and synthesis – to assess current trends in digitalization; systematic and analytical method was used to process the received information; abstract and logical method – to summarize information from various sources and create a comprehensive view of the research.

Findings. The article assesses current trends in the digitalization of Ukrainian retailers, in particular, in the context of a full-scale war and macroeconomic instability. The peculiarities of adaptation of business models of Ukrainian retailers to new challenges related to military operations and economic instability were highlighted. The main challenges for Ukrainian retailers were substantiated: the risks of physical destruction of offline outlets, labour shortages, reduction in the number and migration of consumers.

It was determined that the key trends in the digitalization of retail in Ukraine in 2024 include the development of e-commerce, or online sales; development of m-commerce, or mobile sales; use of social networks as a sales channel: use of big data and analytics to improve the efficiency of business processes in trade: development and implementation of modern cybersecurity systems.

Originality. The substantiation for the introduction of modern digital tools and technologies by retail enterprises in order to preserve business volumes and increase competitiveness has been further developed. Special attention is paid to the analysis of sales through social networks as a tool for adaptation for small and medium-sized businesses.

Practical value. The results of the study confirm the need to integrate modern digital solutions into the practice of Ukrainian business. This will ensure data protection, resilience to cyber threats, and adaptation to the conditions of a war economy. Implementation of the recommendations will allow enterprises to increase the efficiency of their activities, strengthen their market positions and ensure long-term security in the digital space.

Key words: digitalization, competitiveness, retail trade, retailer, business model.