Regional features of effectiveness assessment of sales channels in wholesale trade

The article examines the influence of regional peculiarities on the definition of efficient sales channels in the wholesale trade of small businesses in the context of digitalization and the transformation of logistics services. The main functions of wholesale trade for small businesses in modern conditions are shown. The factors that ensure the competitiveness of small business wholesale trading companies in the context of digital expansion and the transformation of logistics chains are identified. Regional aspects that need to be taken into account when encouraging demand in the consumer market for goods for professional use were identified. The purpose of the study is to develop a set of criteria for the regional specifics of territories where goods are sold that affect the choice of product distribution models. In the course of research, the author developed a set of criteria that included: socio-economic indicators of the region where goods are sold; development level of logistics in the region: transport infrastructure, logistics services; proximity of the region to the territory of international transport corridors; digital maturity of small business; natural specifics; specifics of weather conditions; rental cost of commercial real estate and the salary level of the region; national characteristics of the region and their religion; mentality of business community of the region; time zone and time preferences; government support; availability of qualified personnel; region’s resistance to crises of various origins. A detailed analysis was carried out according to two criteria: national characteristics and peculiarities of religion in the republics of Dagestan and the Chechen Republic; and the influence of the North-South international transport corridor on the development of wholesale trade in the South of Russia. The results of the study were tested in practice and received positive feedback from the wholesale trading company OOO GM System (LLC), which is a small business entity.