Роль цифровых продуктов в развитии предпринимательства отечественного ретейла

Abstract

The relevance of the research topic is due to the decline in the retail market, the development of digitalization of the economy and the steadily growing e-commerce market in Russia, which confirms the need to introduce digital products in retail. The purpose of the article is to determine the role of digital products in the development of Russian retail trade. Achieving the goal is determined by solving the following tasks: develop a classification system for digital products, prepare an analysis of the categories of digital products in retail, present the author’s definition of a digital product. The study analyzes industry development trends in the medium term. An important aspect of the study is the analysis of digital products necessary for integration into retail, based on the developed classification taking into account industry trends. The scientific novelty of the work lies in the development of: the author’s definition of a digital product, in the classification system of digital products, which contributes to the understanding of the role of digital products in modern retail trade and represents the theoretical value of the study. Consequently, determine the need for conducting further research aimed at enhancing the effectiveness of product management in real market conditions.