Abstract
The article examines changes in the structure of retail chains by the number of points of sale, as well as the regional distribution of these stores. According to the survey, the number of operating stores in the country increased by 31% during the 20 months of the war. It is noted that the retail market of Ukraine remains one of the largest and most powerful in Europe, and further growth in the volume of retail turnover is predicted. The growing popularity of network stores and omnichannel strategies among retailers are also highlighted. The main trends in the development of retail trade in Ukraine, including digital transformation, social responsibility and personalization, are analyzed. Researchers examine the impact of economic and social factors on consumer behavior in an uncertain and changing market environment. It is noted that the population, in search of savings, pays attention to goods with low prices and offers with discounts, in particular, to essential goods. The growing popularity of "hard discounters" and e-commerce as a means of ensuring economic benefits for buyers is noted. Trends in the development of marketplaces and an omnichannel approach to the sale of goods are also analyzed. The need for retailers to look for new opportunities to increase sales and expand the assortment, as well as the need to optimize supply chains and improve customer service are the consequence of these changes. The widespread adoption of technologies, such as self-service and payment using QR codes, which help to reduce costs and improve business efficiency, in the offline segment, is noted. The impact of augmented and virtual reality on retail, highlighting the benefits of personalized service and product visualization capabilities, is also examined. The authors also draw attention to the importance of cybersecurity and personalization in the work with clients, which remain key ones in the conditions of changing consumer preferences and competition
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