STUDY OF MULTICANAL FORMATS OF TRADE AS A PERSPECTIVE OF THE DEVELOPMENT OF MODERN RETAIL

Abstract

The analysis of the growth dynamics of mobile users of Internet shopping in Ukraine has been carried out. It was determined that Ukraine ranks second in terms of the growth rate of e-commerce in Europe, and today's active formation of the electronic business environment is the result of the dynamic development of the information industry and the emergence of innovative trade channels. Internet technologies are increasingly being used to carry out specific business operations in the format of e-commerce, m-commerce, f-commerce, s-commerce, etc. Globally, this niche is growing by 17% annually. The Ukrainian market in the context of growth and prospects of these formats is one of the most attractive. Concretized the development of multi-channel trade formats as a strategic direction of the company, which operates in the retail market. The main advantages of ebusiness are detailed and the main problems that require a certain response, focusing on their minimization or complete elimination are indicated. A sociological study was conducted regarding the influence of motivating factors in the implementation of the “consumer-seller” contact and the purchase of goods / services. The role of motivating factors on the effectiveness of the development of the e-commerce market has been determined. It has been established that for certain motivating factors, there is a certain discrepancy between their main criteria and the general - global trends in the growth of the impact of information Internet technologies on the minds of network users and their level of trust in trading formats, which significantly limits the boundaries and rates of e-commerce market development. It has been specified that the e-commerce market in the multichannel trade format is the basis for the formation of an enterprise strategy, the implementation of which will ensure the expansion of sales channels for retail. The results of the study indicate a significant potential of the Internet - the focus of business activities of modern business structures in the field of trade.