Особливості розвитку роздрібної торгівлі України в умовах діджиталізації

Abstract

Визначено стан і тенденції сучасних трендів діджиталізації у сфері роздрібної торгівлі, зміни, які внаслідок цього відбуваються, та нові бізнесмоделі, засновані на діджитал-технологіях. Проаналізовано динаміку кількості користувачів Інтернету, показників розвитку інтернет-продажів, частки підприємств, які мали веб-сайти в Україні. Визначено, що діджиталізація сприятиме підвищенню рівня розвитку роздрібної торгівлі в Україні, збільшенню частки онлайн-торгівлі, зростанню прибутку підприємств, підвищенню задоволеності та лояльності покупців.

The purpose of the article is to determine the peculiarities and prospects of the development of retail enterprises in Ukraine in the conditions of digital technologies. The results of the researches suggest that statistics show an increase in the capacity of the consumer market in the retail sector, an increase in the number of Internet users, as well as the number of enterprises that use the Internet to organize not only informing customers about the benefits of their products and services, as well as establishing long-term relationships with potential buyers that promote the promotion and sale of their products. In the context of the rapid development of information and communication technologies in general and in the retail sector, in particular, there is a need for the rapid transformation of enterprises into implementation of digital innovations, in particular, digital technologies. The main tendencies of digitalization in the sphere of retail trade are determined, in particular, the rapid growth of sales through the Internet, caused by an increase in the quantity, activity and trust of consumers to the purchase of goods on the Internet; increasing the number of online sellers; growing need for secure online purchases; increase the share of users who buy from mobile devices - smartphones or tablets; forming relationships with customers through mobile applications, messengers; the advantage of content, which is formed by the buyers themselves; change in consumer behavior caused by digitalization; Gaming, which involves buyers in the active promotion of goods companies and others. It is concluded that in the current conditions of the digital revolution, characterized by the processes of digtalization, the leaders in the market are those enterprises, the basis of strategy and tactics of behavior in the market of which is the focus on the active use of trends in the development of trade through the Internet, providing a competitive advantage and competitiveness, creating conditions for the development and increase of incomes and profits The results obtained can be used to develop strategies and tactics for the development of retail businesses in order to increase their market share, profit, as well as increase customer satisfaction and loyalty.