Digitalization in ensuring the resielence of trade enterprises

The full-scale invasion of the russian federation into Ukrainian territory has signi­ficantly changed the operating condi­tions for trade enterprises, forcing them to adapt their business processes to new challenges. Traditi­onal management me­thods used before the crisis proved inadequate for ensuring stable opera­tions. This has created the need for the implementation of new approaches focused on digital transformation. The hypothesis of the research is that the implementation of digital technologies, such as CRM and ERP systems, cloud services, analytical plat­forms, and arti­ficial intelligence, positively impacts the stability of trade enterprises under martial law and helps maintain their competitiveness in crisis condi­tions. The research applies methods of gene­ralization, analysis, synthesis, systema­tization, compa­rison, and scientific abstraction. It examines how digital technologies contribute to improving management efficiency, mini­mizing risks, and maintaining the competitiveness of enterprises. The results of the research indicate that digitalization is one of the key factors in business stability during crises. The implement­tation of digital technologies allows trade enterprises not only to adapt to unstable conditions but also to lay the foundation for long-term deve­lopment. The main challenges related to digital transformation have been identified, and recommendations for overcoming them have been proposed