DIGITAL SOLUTIONS FOR INNOVATIVE TRANSFORMATION OF RETAIL BUSINESS MODELS

The article examines practical aspects of innovative renewal of retail business models in the context of digitalization. The rating of countries of the world by the development of online trade is given. The directions of innovative renewal of business models of electronic trade are defined: B2B, B2C, C2C, B2G. The prerequisites for the integration of B2B and B2C models into the B2B2C model, directions and forms of modification of the B2G model are substantiated. Digital technologies for the formation of the information and communication space of electronic relations between business and the state are characterized.