Digital transformation is a global priority for the development of the global economy. By the end of 2023, global sales in the field of e-commerce amounted to 6,3 trillion.The main foundation for the large-scale development of digitalization is the introduction and application of “end-to-end” digital technologies. The purpose of this work is to analyze the current state of the e-commerce market, as well as to study the introduction of digital technologies into the activit ies of companies in the field of domestic retail. The article presents trends in the use of artificial intelligence technologies in the retail sector; analyzes the leading industries in Russia in digitalization; presents successful cases of the use of artificial intelligence in domestic retail. Theoretical approaches to the terminological understanding of digital technologies in retail are analyzed.