Цифрова трансфомація торгівлі: стан та тенденції в Україні і світі

Abstract

Проаналізовано сучасні тенденції та стан цифрової трансформації торгівлі, а також обґрунтовано її роль у підвищенні конкурентоспроможсті та загальної ефективності діяльності підприємства. Досліджено та обгрунтувано перспективні напрями цифрової трансформації вітчизняних комерційних підприємств на основі аналізу перспективних технологій електронної тогргівлі у світі.

In article the role of digital transformation in enterprise competitiveness, same as overall efficiency increasing is obtained. Perspective directions of digital transformation of domestic trade enterprises on the basis of analysis of advanced technologies of electronic trading in the world are explored and substantiated. Today digital transformation is necessary for further maintaining of business competitiveness. An efficient digital transformation of the company provides income growth, facilitates and expands the ability to meet the individual needs of clients. The growth of electronic and mobile trade in the world, the transfer of a number of key processes of enterprises from the physical world to digital in recent years, indicates the high pace of digital transformation of both trade and the global economy as a whole. The digital economy leads to a rethinking of traditional trade technologies and the notion of market boundaries. Market participants are guided by the needs of new business environments and flexibly respond to customer needs. Retail market leaders integrate assets to remove barriers that prevent the erosion of the boundaries between the physical and digital spheres of the enterprise. Collaboration at several levels – personnel, processes and technologies – is a necessary step for digital transformation. Successful businesses are building ecosystems, which include other retailers, suppliers, customers and technology vendors. The article defines the basic concepts of the digital economy, namely: e-commerce, etrade, e-business. The common features of these concepts and the way of their interaction are uderlined. At the same time, the tendency towards reducing the share of the transnational business in its pure form with the simultaneous shift to the use of traditional sales channels and communications by e-business has been analyzed. The current trends and the state of the digital transformation of trade are analyzed. Among them: an increase in the number of mobile transactions, the development of omnichannels, the transition of B to B sales online, the augmented reality services development and the expansion of voice and image use for online interaction. As the result of research, omnichannels strategy, same as m-commerce are defined as priority for national companies. Approaches to their implementation and development same as the barriers are described.