Abstract
Digital technologies are becoming an essential tool in modern trade, contributing to its development and change. This article examines global trends in using digital technologies in trade and their potential impact on the Ukrainian market. The research shows that e-commerce, mobile shopping experience, smart technologies, and data analytics are key areas that affect consumers and business processes. The authors of the article analyze the impact of digital technologies on consumers, pointing to the growth of e-commerce and the convenience of online shopping. Smart technologies such as facial recognition, chatbots, and virtual reality are becoming increasingly common in trade processes. The authors discuss the potential benefits of digital technologies for the Ukrainian market and point out the need to adapt and implement these innovations
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