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Digitalization as an Indicator of the Modernization of Business Models of Trade Enterprises
Bagatska K. V., Krechkevych I. M.

Bagatska, Kateryna V., and Krechkevych, Ihor M. (2026) “Digitalization as an Indicator of the Modernization of Business Models of Trade Enterprises.” Business Inform 1:327–335.
https://doi.org/10.32983/2222-4459-2026-1-327-335

Section: Economics of Enterprise

Article is written in Ukrainian
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UDC 339.17:004:330.3

Abstract:
The article substantiates the role of the trade sector in shaping Ukraine’s national economy and the position of digitalization processes as key factors in its transformation. Digital technologies affect not only individual business processes of trade enterprises but also the very logic of constructing and evolving business models, driving changes in the ways value is created, delivered, and captured. Based on an analysis of statistical data, it has been found that the overall level of digitalization in Ukrainian trade lags behind that of leading European countries; however, within local markets, the development of Ukrainian digital trade significantly exceeds the EU average. This indicates the uneven nature of digital transformation in trade and highlights the potential for expanding digital horizons. As a result of the study, the main business models of trade enterprises, including retail and wholesale, have been systematized, taking into account their modern transformations. It has been shown that in the practice of large companies, hybrid business models prevail, combining commercial, service, and logistically integrated elements, whereas relatively «classic» business models are more typical for small enterprises. The proposed classification allows for organizing the variety of modern approaches to conducting commercial business. The analysis of digital trade leaders in Ukraine confirmed that the most competitive are enterprises that actively implement digital channels of interaction with consumers, use data analytics, and develop integrated business models. This indicates a direct link between the level of digitalization and the market positions of trading companies. The study of the impact of digitalization on specific types of business models showed that its role varies depending on the model: from optimizing operational processes in traditional forms of trade to being a system-forming factor in omnichannel and platform models. In service-oriented business models, digital technologies help expand the value proposition and shift toward a customer-centric development strategy. Particular attention is given to the role of digitalization in the development of the circular economy and recommerce, where digital platforms and services create the basis for the spread of product reuse models and responsible consumption. In this context, digitalization of trade is considered not only an economic factor but also a socially and environmentally significant one, aligning with modern principles of sustainable development.

Keywords: digitalization, digital transformation, business model, trading enterprise, trade.

Fig.: 1. Tabl.: 2. Bibl.: 18.

Bagatska Kateryna V. – Doctor of Sciences (Economics), Professor, Professor, Department of Economics and Enterprise Finance, State University of Trade and Economics (19 Kіoto Str., Kyiv, 02156, Ukraine)
Email: [email protected]
Krechkevych Ihor M. – Postgraduate Student, Department of Economics and Corporate Finance, State University of Trade and Economics (19 Kіoto Str., Kyiv, 02156, Ukraine)
Email: [email protected]

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