Modern Trends and Adaptation Challenges of Retail in the Conditions of Crisis
Анотація
The article analyzes current development trends and adaptation challenges of Ukrainian retail in times of crisis. The dynamics of retail turnover in 2022-2024 are analyzed, reflecting the transition from a shock decline to a gradual recovery. Structural shifts in the main segments are identified: the highest stability is characteristic of food and pharmacy retail, while the jewelry and fashion segments demonstrate limited growth. It is shown that regional shifts in the location of retail chains are due to migration and security risks. It is proven that digital transformation is becoming a key factor in the stability and development of e-commerce. It is determined that the effectiveness of retail adaptation depends on the transformation of business models, cost optimization and the introduction of innovations.
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