RETAIL MARKET IN UKRAINE: ANALYSIS OF THE CURRENT STATE AND DEVELOPMENT PROSPECTS IN A TRANSFORMATIONAL ECONOMY
Abstract
The article is devoted to the analysis of the current state of the retail market in Ukraine under conditions of a transformational economy. The relevance of the topic is driven by the growing significance of retail in the structure of the national economy, its substantial role in employment generation, tax revenue contribution, and the need to adapt to changes in consumer behavior, technological innovation, and broader economic transformation. The aim of the study is to conduct a comprehensive analysis of the current state of the industry, identify key challenges and development trends, and formulate practical recommendations to enhance the efficiency of retail enterprises, taking into account the role of human capital and evolving consumer and technological demands. The methodological basis of the study includes general scientific methods of analysis and synthesis, comparative and statistical analysis, and graphical representation of structural changes. The study provides a comprehensive analysis of the key characteristics of Ukraine’s retail market. Specifically, it examines the structure of the sector in the context of entrepreneurship, revealing a significant share of enterprises engaged in retail trade, as well as the predominance of small and medium-sized businesses among economic entities. The dynamics of retail turnover in recent years are analyzed, reflecting the sector's adaptation to challenging operational conditions, including economic disruptions, shifting consumer priorities, and digital transformation. The segmental structure of the market highlights the growing importance of specific areas such as pharmaceutical, food, electronics, and fashion retail, underscoring the need for differentiated development approaches. Particular attention is given to the contribution of retail to employment, emphasizing its leading role as one of the largest employers in Ukraine’s economy, and to its share in national tax revenues. Based on the identified trends and challenges, the article proposes a structured set of applied instruments, including the implementation of digital technologies, development of omnichannel service formats, improvement of personnel policies, systematic assortment management, loyalty programs, and enhancement of corporate environmental and social responsibility. The practical value of the article lies in the potential application of its findings and recommendations for improving management decisions in the retail sector, particularly in the context of adapting to economic transformation.
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