The institutionalization of digital trade is one of the most important directions in the formation of the information society in the Russian Federation. The studies reflect the emerging lag in the Russian economy readiness index to support online shopping. The author analyzes the reasons for the lag in the context of the institutional features of the development of digital trade. As the main obstacle that reduces the economic efficiency and competitiveness of digital trade, insufficient attention of the state to the formation of innovative institutions of the digital market is highlighted.