INNOVATIVE STRATEGIES OF TRADING BUSINESS IN THE CONDITIONS OF SINGULARITY
The article is devoted to the formation of the foundations of the fundamental justification of the objective need to work out a set of measures using information technologies to reduce the uncertainty factors and risks that arise in modern business conditions in the trade industry. Also, in this study, attention is paid to the study of the possibilities and ways of applying digitalization in the industry. Modern digital technologies, which have already found wide application, are focused on ensuring consumer demand, the formation of high-quality and affordable trade services (which is especially important in the context of modern restrictions). The formation of a product offer today for many organizations in the retail sector is based on online solutions that are becoming more and more popular. In addition, the choice of a development strategy and the formation of a product offer focused on the end customer affects the survival of trade organizations.