Abstract
The article analyzes the development of the consumer market and domestic trade in Russia in the conditions of permanent crisis and digitalization of the economy. The current trends in the transformation of domestic trade are analyzed, and the place of online sales technologies in the medium term is shown. Institutional models of building trade organizations in the online sphere and the impact of cross-border trade are studied. The development of online structures in the medium term is predicted, as well as the impact of cross-border trade. The article substantiates the acceleration of integration processes in the field of online trade, the merging of offline and online infrastructure, the disappearance of small trading businesses as a market entity, its integration into geographically distributed omnichannel trading systems, the development of which will mean de facto monopolization of the market.
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