International economic relations

Methods. The research employs a comprehensive systemic approach to analyze the economic, social, and political factors influencing Ukrainian retail during wartime. Methods include statistical analysis to track changes in market structure (e.g., sales dynamics, share of local producers, and consumer spending patterns), comparative analysis of pre- and post-war business models, content analysis of scientific publications and reports from major retailers, and case studies on adaptive strategies of companies such as «ATB-Market», «Ashan» and «Silpo». The study is based on official statistics, marketing research, and expert evaluations. Results. Key adaptation strategies of Ukrainian retailers are highlighted, namely: localization of supplies, which led to an increase in the share of Ukrainian goods in chains, for example, in «ATB» this indicator increased by 20%; omnichannel, integration of online and offline sales, for example, «Rozetka» opened more than 50 points of order delivery; optimization of logistics - investments in local logistics centers and automation of processes. The supplier «Nova Poshta» has implemented new sorting systems; revision of the assortment in order to increase the number of middle and economy class goods. Retail chains are introducing their own brands of basic goods; digitalization – the use of data analysis for inventory management and demand forecasting. Competition from small and medium-sized businesses is a significant problem for large retailers in the form of growing competition from small trading enterprises. Often, such enterprises are more flexible in pricing, can respond more quickly to changes in demand, and are also able to adapt their strategies to specific market conditions. Novelty. The study presents a comprehensive analysis of the transformational processes in Ukrainian retail under wartime conditions. For the first time, it systematically categorizes adaptive measures like supply chain localization, omnichannel development, and digitization. The study also highlights changes in consumer behavior, including increased demand for essential and budget products, offering unique insights and practical recommendations for retailers in times of crisis. Practical value. The results are useful for retailers in developing localization strategies, digital transformation, and targeting the needs of different consumer groups. Ukrainian retail in wartime conditions has undergone large-scale changes caused by economic, logistical, and social challenges. The findings can also be used for state support of retail and small businesses in times of crisis.