DIGITALIZATION OF TRADE ENTREPRENEURSHIP: CHALLENGES AND OPPORTUNITIES FOR UKRAINE

Abstract

The article investigates the digital transformation of Ukrainian trade enterprises under martial law conditions and European integration processes. The research integrates three strategic directions: omnichannel retailing, business-to-business digital interactions, and artificial intelligence implementation into a unified conceptual framework adapted for transition economies. The purpose of the study is to develop a conceptual model for forming competitive digitalization strategies for trade enterprises that addresses the fragmentation of existing research across disciplines and the limited applicability of findings from developed markets to the Ukrainian context with its resource constraints and wartime conditions. The methodology combines systematic analysis of scientific publications and industry reports from leading research organizations, Ukrainian e-commerce market statistics for 2020-2025, and global studies on omnichannel integration and B2B digitalization. The research employs the Leavitt Diamond model for analyzing organizational barriers to artificial intelligence adoption and the Digital Economy and Society Index methodology for assessing digital maturity. The analysis reveals the dominance of technological and behavioral factors over governmental support in digitalization processes, indicating that enterprises adapt primarily through their own initiatives and consumer behavior responses rather than institutional mechanisms. The study identifies three significant gaps in existing research: lack of integrated theoretical constructs, geographical asymmetry with developed markets dominating, and disconnect between challenge description and practical implementation tools. Practical recommendations include differentiated roadmaps for enterprises of three scales with specified priority scenarios, investment requirements, expected economic effects, and critical success factors. The research contributes to competitive strategy theory under technological transformations and provides actionable instruments for Ukrainian trade enterprises operating under multiple transformational shocks with limited resource potential.