Research on the Transformation of Retail under the Influence of Technological, Social and Behavioral Megatrends and Its Role in Ensuring the Sustainability of Market Structures

Анотація

The article is devoted to a comprehensive study of the transformation of retail under the simultaneous influence of four interrelated megatrends – technological, social, behavioral, and sustainability-related. It has been found that these megatrends are not isolated forces but form a single synergistic system that determines the architectural changes of market structures in retail. Statistical evidence of the depth of the transformation has been systematized: the share of e-commerce in global retail sales exceeded 20% for the first time in 2024; the retail artificial intelligence market is forecasted to grow at a compound annual growth rate of 26.5% – reaching USD 41.23 billion by 2033; recommerce grew 16 times faster than traditional retail; the volume of social commerce reached USD 1.16 trillion with an annual growth rate of 36.4%. The dual nature of the impact of megatrends on the resilience of market structures has been revealed: on the one hand, they act as destabilizers, lowering entry barriers and redistributing market power in favor of technology platforms; on the other hand, they generate new sources of resilience through AI-driven operational efficiency, diversification of omnichannel models, and circular revenue flows. The specifics of Ukrainian retail adaptation in the context of wartime challenges have been separately considered, and the strategic guidelines for the recovery of leading national chains have been analyzed. A conceptual three-level model for ensuring retail resilience has been proposed, covering the levels of technological adaptability, consumer engagement, and ESG integration, connected through a feedback mechanism. The system-forming condition for the functioning of the model has been identified as the dynamic capabilities of the retailer as an organizational ability to continuously restructure the resource base in response to changes in the external environment. The practical significance of the results lies in their applicability for the formation of strategies for the sustainable development of retail enterprises of various formats.

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