INNOVATIVE DIGITAL DEVELOPMENT OF ONLINE RETAIL IN THE CONDITIONS OF INCREASING VIRTUALIZATION OF BUSINESS ACTIVITIES

The article examines the current trends in the development of online retail in the context of virtual reality business operations. A general characteristic of online retail in the context of virtual reality is presented. The change in the share of online retail purchases, transactions over the years and the proportion of purchases of certain categories of goods on social networks in 2024 are analyzed. The results of the study allowed us to state the fact that online retail owners should take care of proper information support for their business. In the context of institutional changes and the formation of new requirements of the government and the tax system for businesses, their owners need to have constant legal support on online retail issues. The authors expressed the opinion that currently most e-business owners need additional consultations on the issues of normalizing labor relations for remote workers, compliance with licensing conditions for online retail, and legal protection from various risks that a digitized business may face. It is proposed that in order for the online retail market to develop progressively, it is worth following a certain order of its systemic changes. This involves a constant analysis of the sales market and its in-depth marketing research. Secondly, it makes sense to create digital platforms for the purpose of communication and for the exchange of experience between online retail participants. Thirdly, in order to increase the efficiency of online retail, its participants need to systematically implement new digital technologies and integrate new ones into existing technologies in the online business. Fourthly, take care of the constant adaptation of employees to work with new employees and training in working with new digital technologies. The authors stand on the fact that the business world is becoming fast-paced and dynamic, and for these reasons, online retail is gaining popularity these days. In particular, mobile data processing and automatic identification allow communication between an online seller and an online buyer to be effective and productive. Online shopping is becoming increasingly popular among Ukrainians because it allows them to save time and spend it profitably on self-development.