CURRENT CONDITIONS OF TRADE OPERATION IN UKRAINE AND THEIR IMPACT ON THE VALUE OF TRADING ENTERPRISES

Abstract

The article analyzes the current conditions of the functioning of enterprises in the trade sector and outlines their impact on the formation of the market value of trading companies. The purpose of the study is a comprehensive analysis of the specifics of the development of trade in Ukraine, the determination of external and internal factors that determine the dynamics of the value of enterprises, as well as the identification of key trends that shape their current market valuation. It is found that trade occupies an important place in the national economy, as it is one of the most widespread areas of entrepreneurial activity. In a market economy, this area has a complex, multi-level structure, within which wholesale divisions, retail chains and numerous formats for selling goods interact. It is emphasized that in recent years, trade has been consistently included in the list of the most common types of activity among legal entities, demonstrating sustainable development and high adaptability to changes in the market environment. It is proven that although the share of trade in the GDP structure is relatively moderate, its economic importance remains significant, as the consumer sector is one of the leading drivers of the country's economic growth, providing significant employment and tax revenues. It has been established that the main players in the domestic market are large national retail chains. The leading position is invariably held by LLC ATB-MARKET, while the second position is occupied by LLC Silpo-FOOD, which indicates a high level of capital concentration and competition in the retail sector. It has been found that retail enterprises are faced with a number of modern trends and challenges, including the digitalization of business processes, the transformation of consumer behavior, logistical risks, changes in the cost structure, and fluctuations in purchasing power. These factors directly affect the market value of enterprises, forming both growth potential and possible threats. The scientific novelty of the work lies in the systematization of modern conditions for the development of wholesale and retail trade in Ukraine and the identification of their targeted impact on the formation of the value of trading enterprises in current economic realities. The practical significance of the results lies in the possibility of their use by enterprises to improve market value management mechanisms, optimize development strategies, increase the effectiveness of pricing policy and cost structure, which ensures the strengthening of competitive positions in the domestic market.