THE MAIN TRENDS IN THE DEVELOPMENT OF RETAIL TRADE IN UKRAINE DURING THE PERIOD OF INSTABILITY

The place and role of trade in the development of the domestic economy is identified in the article, the positive dynamics of wholesale and retail trade in the formation of Ukraine's GDP is substantiates. It is noted that one of the priority areas of trade development is retail trade, which in recent years has been actively increasing its position in the economic sphere of Ukraine. These data confirm the general trend of growth of retail trade in Ukraine even in the current conditions of instability. Based on the analysis of objective environmental factors, the main trends in the development of retail trade in the domestic market of goods and services are substantiated. These include, in particular, the development of online retail, increased activity by foreign investors, the development of retail through the on-line format, «greening» of retail, the development of a network of stores «step-by-step accessibility», expanding the network of small branded stores of regional manufacturers, orientation to improve the level and quality of trade services, price flexibility in retail trade. It is summarized that increasing the attractiveness of retail outlets is possible not only through assortment and pricing policy, but also by expanding the «service perimeter» of customers, providing them with the widest possible range of both basic and additional services.