EVOLUTION OF APPROACHES TO THE DIGITALIZATION OF RETAIL NETWORK BUSINESS PROCESSES AND THE FORMATION OF AN ARCHITECTURAL INTEGRATION MODEL
Abstract
The article examines the evolution of approaches to the digitalization of business processes in retail trade networks and substantiates the need for an architectural integration model under conditions of digital transformation. The relevance of the study is determined by the rapid development of digital technologies, the expansion of omnichannel retailing, and the growing need for integrated management of business processes. Despite the widespread implementation of digital solutions, many retail enterprises still apply them in a fragmented manner, limiting the overall effectiveness of digital transformation. The purpose of the study is to generalize the evolution of approaches to business process digitalization in retail trade networks and to develop a conceptual architectural model for integrating business processes, digital systems, and data within a unified digital environment. The research is based on comparative analysis, systematization, structural-logical analysis, and conceptual modeling, which enabled the identification of the key stages of digitalization and the characteristics of digital integration in retail. The study distinguishes the main stages of enterprise digitalization, including automation, process integration, data-driven management, digital transformation, and architectural digital integration. It demonstrates that the effectiveness of digital transformation depends not only on the implementation of advanced technologies but also on the integration of business processes, information systems, and data flows. The research also reveals that fragmented digitalization results in information gaps, duplicated data, and insufficient coordination between functional subsystems, reducing the efficiency of management decisions. A generalized architectural integration model for retail business processes is proposed. The model combines strategic, process, technological, analytical, and data integration levels within a unified digital management environment, ensuring synchronization of material, information, and financial flows.
References
Nadkarni S., Prügl R. Digital transformation: a review, synthesis and opportunities for future research // Management Review Quarterly. – 2021. – Vol. 71. – P. 233–341. – https://doi.org/10.1007/s11301-020-00185-7
Verhoef P. C., Broekhuizen T., Bart Y., Bhattacharya A., Dong J. Q., Fabian N., Haenlein M. Digital transformation: a multidisciplinary reflection and research agenda // Journal of Business Research. – 2021. – Vol. 122. – P. 889–901. – https://doi.org/10.1016/j.jbusres.2019.09.022
Putra H. et al. The role of business process management in digital innovation and digital transformation: a systematic literature review // Procedia Computer Science. – 2024. – Vol. 234. – P. 1234–1243.
Wetering R. van de. The role of enterprise architecture for digital transformations // Sustainability. – 2021. – Vol. 13(4). – Article 2237. – https://doi.org/10.3390/su13042237
Wetering R. van de. Enterprise architecture-driven dynamic capabilities and operational digital ambidexterity: the moderating role of the COVID-19 shock // Sustainability. – 2022. – Vol. 14. – Article 12345.
Reinartz W., Wiegand N., Imschloss M. The impact of digital transformation on the retailing value chain // Journal of Retailing. – 2021. – Vol. 97(3). – P. 350–366. – https://doi.org/10.1016/j.jretai.2021.05.004
Shankar V. et al. How technology is changing retail // Journal of Retailing. – 2021. – Vol. 97(1). – P. 13–27. – https://doi.org/10.1016/j.jretai.2020.10.002
Har L. L., Rashid U. K., Chuan L. K., Sen S. C., Xia L. Y. Revolution of retail industry: from perspective of retail 1.0 to 4.0 // Procedia Computer Science. – 2022. – Vol. 200. – P. 1615–1625. – https://doi.org/10.1016/j.procs.2022.01.362
Ishfaq R., Darby J. L., Gibson B. J. Adapting the retail business model to omnichannel strategy: a supply chain management perspective // Journal of Business Logistics. – 2024. – https://doi.org/10.1111/jbl.12352
Baldivia M. et al. Adapting business models in the age of omnichannel transformation // Journal of Theoretical and Applied Electronic Commerce Research. – 2024. – Vol. 19(1). – P. 1–20. – https://doi.org/10.3390/jtaer19010001
Balbín Buckley J. A. et al. Effects of channel integration on the omnichannel customer experience // Journal of Business-to-Business Marketing. – 2024. – Vol. 31(1). – P. 45–62. – https://doi.org/10.1080/1051712X.2024.2364841
Vhatkar M. S. et al. Unboxing the synergy between omnichannel retail adoption and sustainable retail performance // Journal of Retailing and Consumer Services. – 2024. – Vol. 76. – Article 103500. – https://doi.org/10.1016/j.jretconser.2023.103500
Наумова Т. А., Кирильєва Л. О., Лемешко Я. О. Трансформація ринку мережевого ритейлу України в умовах глобальних криз та війни // Економіка та суспільство. – 2023. – № 56. – https://doi.org/10.32782/2524-0072/2023-56-136
Кавун О. А., Белінський М. С. Концептуалізація омніканального обслуговування споживачів у роздрібній торгівлі // Економіка та суспільство. – 2024. – № 67. – https://doi.org/10.32782/2524-0072/2024-67-122
Калінін І. В., Федорчак О. В. Види цифрового бізнесу у сфері ритейлу в умовах євроінтеграції // Економічний журнал. – 2024. – № 1. – https://doi.org/10.15276/ej.01.2024.8
Shtal T., Proskurnina N., Savytska N. et al. Analysis of the Vectors of Digital Transformation of Retail Trade in Ukraine: Determination, Methodology and Trends // Economic Affairs. – 2023. – Vol. 68(2). – P. 905–915. – https://doi.org/10.46852/0424-2513.2.2023.32
Мех Л. М., Кондрашова М. В., Шевченко О. С. Аналіз сучасних трендів світового мережевого ритейлу // Проблеми і перспективи економіки та управління. – 2024. – № 4(40). – С. 75–87. – https://doi.org/10.25140/2411-5215-2024-4(40)-75-87
Шайда О., Воловік Ю. Перспективи розвитку роздрібного ритейлу в Україні з врахуванням світових тенденцій // Економіка та суспільство. – 2025. – № 81. – https://doi.org/10.32782/2524-0072/2025-81-24
Nadkarni, S., & Prügl, R. (2021). Digital transformation: A review, synthesis and opportunities for future research. Management Review Quarterly, 71, 233–341. https://doi.org/10.1007/s11301-020-00185-7
Verhoef, P. C., Broekhuizen, T., Bart, Y., Bhattacharya, A., Dong, J. Q., Fabian, N., & Haenlein, M. (2021). Digital transformation: A multidisciplinary reflection and research agenda. Journal of Business Research, 122, 889–901. https://doi.org/10.1016/j.jbusres.2019.09.022
Putra, H., et al. (2024). The role of business process management in digital innovation and digital transformation: A systematic literature review. Procedia Computer Science, 234, 1234–1243.
Van de Wetering, R. (2021). The role of enterprise architecture for digital transformations. Sustainability, 13(4), Article 2237. https://doi.org/10.3390/su13042237
Van de Wetering, R. (2022). Enterprise architecture-driven dynamic capabilities and operational digital ambidexterity: The moderating role of the COVID-19 shock. Sustainability, 14, Article 12345.
Reinartz, W., Wiegand, N., & Imschloss, M. (2021). The impact of digital transformation on the retailing value chain. Journal of Retailing, 97(3), 350–366. https://doi.org/10.1016/j.jretai.2021.05.004
Shankar, V., et al. (2021). How technology is changing retail. Journal of Retailing, 97(1), 13–27. https://doi.org/10.1016/j.jretai.2020.10.002
Har, L. L., Rashid, U. K., Chuan, L. K., Sen, S. C., & Xia, L. Y. (2022). Revolution of retail industry: From perspective of retail 1.0 to 4.0. Procedia Computer Science, 200, 1615–1625. https://doi.org/10.1016/j.procs.2022.01.362
Ishfaq, R., Darby, J. L., & Gibson, B. J. (2024). Adapting the retail business model to omnichannel strategy: A supply chain management perspective. Journal of Business Logistics. https://doi.org/10.1111/jbl.12352
Baldivia, M., et al. (2024). Adapting business models in the age of omnichannel transformation. Journal of Theoretical and Applied Electronic Commerce Research, 19(1), 1–20. https://doi.org/10.3390/jtaer19010001
Balbín Buckley, J. A., et al. (2024). Effects of channel integration on the omnichannel customer experience. Journal of Business-to-Business Marketing, 31(1), 45–62. https://doi.org/10.1080/1051712X.2024.2364841
Vhatkar, M. S., et al. (2024). Unboxing the synergy between omnichannel retail adoption and sustainable retail performance. Journal of Retailing and Consumer Services, 76, Article 103500. https://doi.org/10.1016/j.jretconser.2023.103500
Naumova, T. A., Kyrylieva, L. O., & Lemeshko, Ya. O. (2023). Transformatsiia rynku merezhevoho ryteilu Ukrainy v umovakh hlobalnykh kryz ta viiny [Transformation of the Ukrainian chain retail market under global crises and war]. Ekonomika ta suspilstvo – Economy and Society, 56. https://doi.org/10.32782/2524-0072/2023-56-136
Kavun, O. A., & Belinskyi, M. S. (2024). Kontseptualizatsiia omnichannelnoho obsluhovuvannia spozhyvachiv u rozdribnii torhivli [Conceptualization of omnichannel customer service in retail trade]. Ekonomika ta suspilstvo – Economy and Society, 67. https://doi.org/10.32782/2524-0072/2024-67-122
Kalinin, I. V., & Fedorchak, O. V. (2024). Vydy tsyfrovoho biznesu u sferi ryteilu v umovakh yevrointehratsii [Types of digital business in the retail sector under European integration]. Ekonomichnyi zhurnal – Economic Journal, 1. https://doi.org/10.15276/ej.01.2024.8
Shtal, T., Proskurnina, N., Savytska, N., et al. (2023). Analysis of the vectors of digital transformation of retail trade in Ukraine: Determination, methodology and trends. Economic Affairs, 68(2), 905–915. https://doi.org/10.46852/0424-2513.2.2023.32
Mekh, L. M., Kondrashova, M. V., & Shevchenko, O. S. (2024). Analiz suchasnykh trendiv svitovoho merezhevoho ryteilu [Analysis of current trends in global chain retail]. Problemy i perspektyvy ekonomiky ta upravlinnia – Problems and Prospects of Economics and Management, 4(40), 75–87. https://doi.org/10.25140/2411-5215-2024-4(40)-75-87
Shaida, O., & Volovik, Yu. (2025). Perspektyvy rozvytku rozdribnoho ryteilu v Ukraini z vrakhuvanniam svitovykh tendentsii [Prospects for the development of retail trade in Ukraine considering global trends]. Ekonomika ta suspilstvo – Economy and Society, 81. https://doi.org/10.32782/2524-0072/2025-81-24
Copyright (c) 2026 Дмитро Журбей
This work is licensed under a Creative Commons Attribution 4.0 International License.
