Сучасний стан і нові реалії роздрібної торгівлі України

Abstract

Retail trade in Ukraine demonstrates a sufficient number of market and infrastructure entities, contributes to the development of economic sectors and the seamless promotion of goods to the consumer. The article is aimed at studying the state of domestic retail trade in the context of the main indicators; problem detection; new realities and major tendencies in the future. The essence of retail trade is considered, its features and functions are substantiated; the purpose and importance among the leading sectors of the economy are identified. Leading retail chains are allocated. A characterization of the factors related to assortment, territorial location, cost control and marketing policy of leading retail operators are provided. As a result of the carried out structural and dynamic analysis of retail trade volumes, the following advantages are identified: by types of trade – non-food products; by form of ownership – legal entities; by organizational and legal forms – LLC; in the context of regions leader is the city of Kyiv. The infrastructure and volumes of retail trade over the Internet are considered. The influence of some factors on the purchasing behavior of the consumer is determined. Some forecast models of volumes of food and non-food products for 2021–2022 and development of goods turnover over the Internet for 2021 are presented. As a result of SWOT analysis, on the example of «Silpo» network, strengths and weaknesses, opportunities and threats of a retail traded chain are identified. The main problems of retail trade in Ukraine are specified, including: lack of investment due to unstable political situation and use of innovative technologies; low purchasing demand of the population; rising prices for raw materials and energy, rent, logistics, etc. Recommendations to resolve these issues are provided.