CURRENT TRENDS AND PROSPECTS OF RETAIL DEVELOPMENT iN UKRAINE

Анотація

Objective. The objective of the study is to analyze the main trends in the development of domestic retail trade and identify prospects for its further development. Methods. The research methods are the dialectical method of scientific cognition, general scientific methods: analysis, synthesis, systematization, comparison, grouping, method of relative quantities, abstract-logical method (for formulating conclusions). Results. The indicators of retail trade of Ukraine during 2017–2020 are analyzed. The growth of the physical volume of retail trade turnover and the predominance in its structure of trade in non-food products are established. Significant differentiation of regional development by retail trade turnover is revealed. It is highlighted that higher positions in the regional structure are traditionally occupied by regions with higher indicators of socio-economic development and regions with a tourist orientation. Analysis of the dynamics of development of domestic retail chain points on the transformation processes in 208-2019, manifested in the reduction of the number and area of ​​hypermarkets, increasing the role of stores format "near the house". Estimation of financial results of retail trade enterprises in 2017-2020 indicates their instability. As a result of the COVID pandemic, the trends of digitalization of retail trade have intensified, consumer behaviour has changed, which has led to the choice of home stores, increased online shopping, shopping with mobile devices, development of delivery services and self-pickup points, rapid development of marketplaces, active use of IT solutions level and quality of trade services, greening, increased attention to health and well-being. For the effective functioning of domestic retail trade it is necessary to introduce innovations, use updated tools of interaction with the consumer, integration and automation.

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