CURRENT TRENDS AND PROSPECTS OF RETAIL DEVELOPMENT iN UKRAINE

Objective. The objective of the study is to analyze main trends in development domestic retail trade and identify prospects for its further development. Methods. research methods are dialectical method scientific cognition, general methods: analysis, synthesis, systematization, comparison, grouping, relative quantities, abstract-logical (for formulating conclusions). Results. indicators Ukraine during 2017–2020 analyzed. growth physical volume turnover predominance structure non-food products established. Significant differentiation regional by revealed. It highlighted that higher positions traditionally occupied regions with socio-economic a tourist orientation. Analysis dynamics chain points on transformation processes 208-2019, manifested reduction number area ​​hypermarkets, increasing role stores format "near house". Estimation financial results enterprises 2017-2020 indicates their instability. As result COVID pandemic, digitalization have intensified, consumer behaviour has changed, which led choice home stores, increased online shopping, shopping mobile devices, delivery services self-pickup points, rapid marketplaces, active use IT solutions level quality services, greening, attention health well-being. For effective functioning it necessary introduce innovations, updated tools interaction consumer, integration automation.