The role of digital technologies in increasing the competitiveness of enterprises in trade

Abstract

The growth of competition in global and national trade is accompanied by accelerated changes in the business environment, margin squeeze, and the complexity of supply chains. In these conditions, digital technologies have gradually transformed from a tool for increasing efficiency into a strategic factor in the competitive position of enterprises. The purpose of the study is to analyze the role of digital technologies in shaping and strengthening the competitiveness of retail enterprises, as well as to determine the optimal directions of their application. Methods. The methodological basis was the analysis of scientific sources, comparison of digital transformation practices, synthesis of the results of international and national research, and generalization of trends in the use of information technologies in trade. Results. The results obtained showed that the competitiveness of trade enterprises is formed as a multi-component system in which digital tools play the role of an end-to-end amplifier. It was established that digitalization affects the key parameters of market stability - costs, flexibility, service quality, innovation, and speed of response to changes in demand. It was found that the most effective are the areas related to omnichannel sales models, data analytics and marketing personalization, business process automation, the implementation of «smart» logistics and innovative customer interaction services. It was analyzed that the measurable effect is manifested in reducing operating costs, accelerating the order fulfillment cycle and increasing the level of customer loyalty. Conclusions. The study allowed us to identify promising areas of digital trade development. Among them: comprehensive «end-to-end» integration of solutions into a single business architecture, development of digital competencies of personnel, investments in reliable infrastructure and cyber protection, as well as the active implementation of artificial intelligence tools, new generation analytics and immersive technologies. The scientific novelty lies in establishing cause-and-effect relationships between the digital environment of the enterprise and specific components of its competitiveness. The practical value of the results lies in the possibility of using the formed logic as a roadmap for managers in planning investments and modernizing business models.