APPLICATION OF DIGITAL ECONOMY IN RETAIL TRADE: OPPORTUNITIES, CHALLENGES AND PROSPECTS

This article examines the application of digital technologies in the retail sector and their impact on economic efficiency. The integration of artificial intelligence, big data analytics, the Internet of Things, and augmented reality into retail operations is reviewed comprehensively. The level of digitalization in Uzbekistan's retail market is assessed, key structural barriers are identified, and evidence-based recommendations for accelerating digital transformation are proposed.