FEATURES OF THE ACTIVITY AND DEVELOPMENT OF RETAIL ENTERPRISES IN THE DIGITAL ENVIRONMENT
Abstract
This study explores the evolving features and trends of retail trade enterprises in Ukraine amid digitalization, economic challenges, and the ongoing military conflict. It examines how market leaders and other retailers adapt to a complex business environment, with Ukraine’s retail market showing signs of gradual recovery. The research employs methods such as data analysis, synthesis, logical generalization, systemic, structural, and statistical analysis, complemented by graphical techniques. Data sources include scientific papers, marketing research outcomes, expert blogs on digital advertising, and official statistical information from online platforms. The study reviews the global retail market from 2019 to 2023, analyzing key influencing factors and positioning Ukraine’s domestic retail market within this global context. It investigates the current dynamics of Ukraine’s retail sector, including trade turnover structure and the financial performance of leading retailers. The increasing adoption of digital payment systems in trade transactions is evaluated, highlighting trends in their growing share. The electronic retail market’s state is analyzed, identifying critical drivers of its development. The war’s impact on the retail sector is assessed, pinpointing factors that will shape future growth. Despite supply chain disruptions and reduced consumer purchasing power, retailers show resilience through digital transformation, with e-commerce platforms and contactless payments surging. Data analytics and inventory optimization are increasingly utilized. The war has shifted demand toward essential goods, favoring larger retailers while smaller enterprises face challenges. Government support and international aid bolster recovery efforts, though logistical issues and inflation remain significant hurdles. Looking ahead, integrating artificial intelligence and automation in retail processes is expected to enhance operational efficiency and customer experiences, fostering cautious optimism for sustained sector growth in Ukraine’s challenging environment.
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