ADAPTABILITY OF BUSINESS MODELS OF TRADING ENTERPRISES IN THE CONDITIONS OF THE DIGITAL ECONOMY
Abstract
The article addresses the problem of adapting business models of trade enterprises in the digital economy. Digital transformation, driven by the diffusion of ICTs, e-commerce, mobile platforms, AI, big data, and omnichannel retailing, is reshaping competition and forcing companies to reconsider traditional approaches. Classical models, focused mainly on offline sales, limited channels, and standardized marketing, are becoming increasingly rigid and ineffective. Adaptability of business models emerges as a strategic determinant of resilience, competitiveness, and long-term development. The paper reviews recent Ukrainian and international studies on technological, managerial, institutional, and strategic aspects of business model transformation. Attention is paid to digital solutions in value creation, personalization of services, data-driven decision-making, logistics modernization, and subscription- or platform-based formats. The purpose is to systematize theoretical foundations of adaptive business models in trade and identify criteria for their effectiveness. The analysis shows that a business model in the digital economy should be treated as a dynamic system constantly modified by market turbulence and technological progress. Comparative assessment demonstrates that competitiveness depends on flexibility, innovativeness, client orientation, and integration into digital ecosystems. The article also proposes an evaluation framework combining financial, operational, marketing, customer, and innovation indicators. Practical cases of Rozetka, Amazon, and Walmart illustrate how strategic transformation and digital integration provide sustainable advantages. The scientific novelty lies in defining adaptive business models as a foundation for long-term competitiveness and outlining criteria of their efficiency. The results may serve as a practical basis for digital strategies, omnichannel solutions, and enhancing resilience of trade enterprises. Future research should examine the impact of AI, blockchain, IoT, consumer behavior in digital environments, and methods for measuring adaptability. Overall, the study confirms that adaptability of business models is not only a tool for efficiency but also a cornerstone of sustainable strategic development.
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