LOGISTICAL SUPPORT OF ENTERPRISE TRADE ACTIVITIE

The article comprehensively examines the theoretical and methodological foundations of logistics support for the commercial activities of enterprises in the context of the digital transformation of the economy. It reveals the essence, objectives, and functions of logistics within the structure of a trading enterprise and substantiates its key role in shaping competitive advantages. It is determined that an effective logistics system contributes to cost reduction, improved customer service, and the enterprise’s adaptation to dynamic changes in the market environment. Special attention is given to the implementation of digital technologies in logistics processes, including ERP (Enterprise Resource Planning), WMS (Warehouse Management System), TMS (Transportation Management System), the Internet of Things (IoT), cloud services, GPS monitoring, and Big Data analytics. The capabilities of these tools in automating the management of product flows, warehouse and transport logistics, as well as inventory, order, and data management, are analyzed. Examples of successful digital transformation of logistics systems by leading Ukrainian companies, including Rozetka, Epicentr, Nova Poshta, METRO Ukraine, and Foxtrot, are presented. The article identifies key challenges that hinder the widespread adoption of digital solutions in logistics, such as insufficient digital literacy among personnel, limited funding, complexity of IT system integration, and cybersecurity risks. Practical recommendations are proposed to improve logistics support for the commercial activities of domestic enterprises, taking into account current challenges such as military actions, supply chain disruptions, changes in consumer behavior, global instability, and digital inequality. Particular emphasis is placed on the importance of synchronizing digital logistics with the strategic goals of the enterprise and developing partnership relations within supply chains. A systematic approach to logistics–based on the principles of transparency, adaptability, and technological flexibility–is identified as a key success factor in an unstable external environment and a context of digital competition.