INNOVATIVE DEVELOPMENT OF SALES CHANNELS IN THE DOMESTIC TRADE SECTOR

Анотація

This study provides a comprehensive analysis of sales channels in the trade sector. The authors substantiate that traditional forms of trade are gradually losing their relevance, giving way to hybrid and high-tech models of interaction with the end consumer. The essence of qualitative changes driven by the rapid development of information and communication technologies is revealed. It is proven that the transition from a sector-specific to a functional model of trade leads to the emergence of specific sales channels, such as e-commerce, interactive platforms, and automated self-service systems. Non-store distribution channels, including telesales, telephone marketing and consultative selling, are analyzed. The authors systematize innovations according to technological, organizational, social, and radical characteristics. Particular emphasis is placed on the implementation of RFID technologies and Electronic Data Interchange (EDI) systems, which increase the throughput capacity of distribution chains. The study highlights the exponential growth in the number of e-commerce entities and the volume of online transactions over the last decade. At the same time, inhibiting factors are identified: high levels of distrust in online payments, logistical barriers, and the imperfection of the regulatory framework for the digital segment. The authors argue that overcoming these obstacles is possible only through balanced state management of innovative development, which must combine administrative methods with the stimulation of investment activity. The conclusions emphasize the necessity of implementing omnichannel strategies, where physical and digital sales channels function as a single ecosystem. Prospective directions for future research are outlined, including the use of artificial intelligence for demand forecasting, the “greening” of retail, and the implementation of blockchain technologies for transaction security. The work holds both theoretical and practical significance for scholars, trade specialists, and government officials concerned with the development of the domestic market. Keywords: sales channels, innovations, trade sector, e-commerce, non-store retailing.

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