TRANSFORMATION OF RETAIL TRADE IN THE CONDITIONS OF THE DIGITAL ECONOMY

This paper investigates the core theoretical principles and current trends shaping the transformation of retail trade within the digital economy. It offers a structured overview of the internal and external factors driving digital change in the retail sector and conceptualizes the essence of digital transformation in retail. Particular emphasis is placed on the shifts in consumer behavior, evolving retail formats, and the reconfiguration of logistics systems. The study identifies key challenges and opportunities associated with the adoption of digital technologies, outlining major barriers to achieving full digital integration. The research underscores the transformative role of digital tools in reshaping consumer experience and altering consumption logic. Attention is given to changes in cost structures within retail enterprises under digitalization and to the impact of digital platforms on managerial effectiveness. The paper advocates for a strategic reorientation toward innovation-driven, customer-centric business models, characterized by the active deployment of Big Data, artificial intelligence, cloud computing, and the Internet of Things. A comparative analysis of digital maturity models is conducted, and an adapted model tailored to the Ukrainian retail context is proposed. It is argued that successful digital transformation requires not only technological upgrades but also a shift in corporate culture, management style, and customer engagement strategies. The study also analyzes emerging retail formats–such as dark stores, pop-up outlets, and cashierless stores–as adaptive responses to digital disruption. In light of the global reconfiguration of retail logistics, the paper outlines the implications for Ukrainian enterprises and provides practical recommendations for enhancing their digital readiness and competitiveness in both domestic and international markets. Special emphasis is placed on fostering a robust digital ecosystem, investing in human capital, and advancing omnichannel strategies.