FORMATION OF THE METAVERSE AS A MEGATREND AND ITS IMPACT ON THE DEVELOPMENT OF RETAIL

Abstract

Objective. The article is devoted to assessing the current state of domestic retail and identifying the impact on its development of the formation of metaverse, as a megatrend, caused by a number of fundamental changes in the economy and society. Methods. The research was based on the study of statistical and analytical materials, scientific publications of domestic and foreign researchers. The use of the dynamic analysis method allowed to identify the main patterns of the functioning of retail trade in Ukraine. To argue the attribution of the process of metaverse formation to the most relevant megatrends and determine its conditionality by a number of global transformations, methods of systematization and logical generalization were used. In addition, methods of analysis and synthesis were applied, which allowed to identify the potential impact of this megatrend on retail enterprises. Results. It is proven that retail plays an important role in the country's economy. The retail trade indicators in Ukraine are analyzed. It is established that in the modern turbulent environment, retail enterprises must constantly look for ways to improve their own activities and increase efficiency, one of which may be orientation towards modern megatrends that have developed in the global economy. The views of scientists on modern megatrends, the reasons for their emergence, manifestations and impact on the national economy are considered. It is established that one of the megatrends is identified by scientists as technological development, a manifestation of which is the formation of metaverse. The importance of studying the impact of metaverse on the development of retail in Ukraine is substantiated. It is determined that the reason for the emergence of a megatrend before the formation of metaverse is global transformations of an economic, political, environmental, technological, socio-cultural, demographic and organizational nature. The directions of potential impact of this megatrend on retail are identified. Scientific novelty. An approach to determining the conditions for the formation of the metaverse as a megatrend is proposed, which allows us to identify the fundamental changes that contributed to its emergence and strengthening. In addition, the benefits and risks of the spread of the metaverse in the retail sector were identified. Practical significance. The identified benefits of the metaverse and the risks associated with it allow retailers to make informed decisions about using this megatrend in their operations.