TRADE ACTIVITY IN THE DIGITAL ECONOMY ERA: TRANSFORMATIONAL SHIFTS AND STRATEGIC PRIORITIES
Abstract
The article provides a theoretical generalization of the essence of digital transformation of trade activities and defines its key characteristics in the context of the development of the digital economy. The digital transformation of retail involves integrating technologies to automate processes, enhance the customer experience, and boost competitiveness. In Ukraine, this process has accelerated due to the war, the pandemic, and economic challenges, with a particular focus on e-commerce and information systems. The purpose of the article is to develop a conceptual multilevel model of digital transformation of trade activities and to identify strategic priorities for trade development in the digital economy. Digital transformation is considered as a systematic multi-level process of modernization of trade activities, which involves the integration of digital technologies into the strategic, organizational, and operational aspects of enterprise functioning. The author proposes a five-level architectural model of digital transformation of trade, which covers the strategic, technological, operational, interface, and analytical levels. The functional purpose of each level is substantiated, and their interconnection in the formation of a holistic system of digital transformation of trade activities is determined. The practical experience of implementing digital solutions in the activities of leading Ukrainian companies in the field of trade and logistics is summarized. The practice of domestic trade operators - Rozetka.UA LLC, Silpo-Food LLC, ATB-Market LLC, Nova Poshta LLC, Universal Bank JSC - confirms the practical value of the proposed model: each enterprise shows signs of transformational shifts at different levels, and the most successful operators are characterized by coordinated changes at all five levels simultaneously. Based on the analysis, strategic directions for the further development of the trade industry in the context of the digitalization of economic processes have been identified. The strategic priorities formulated - a decision-making culture based on data analysis, omnichannel architecture, personalization, platformization, and the development of digital competencies - form an interconnected strategic agenda for the management of retail enterprises seeking to maintain and strengthen their competitiveness in the digital economy.
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