TRENDS IN THE USE OF DIGITAL TECHNOLOGIES BY TRADE ORGANIZATIONS IN MODERN REALITIES

The Russian retail market is undergoing a transition to more high-tech, efficient and customer-oriented business models. Currently, there is a growing demand for automation, which reduces dependence on staff and improves operational efficiency at all levels - from the front office to logistics. Currently, in a competitive market, it is important for retailers to actively implement innovative digital solutions in their facilities. Digitalization provides an opportunity to strengthen competitive advantages, respond quickly to market challenges, and better meet customer expectations. The return to growth in retail, the development of trade in the regions and the increase in e-commerce in Russia require an appropriate level of digitalization of the industry. Added to this is the ongoing import substitution process and the increasing independence of customers in offline stores. The main trends include customer interest in cloud services and outsourcing of IT services, and the growing demand for information security solutions. Artificial intelligence remains one of the most sought-after and promising technologies. It finds its applications in various areas of retailers' work, from video analytics in the cash register area and in the warehouse to decision–making support for assortment and network development.