Transformation of retail in the context of digitalization

The article presents models of trade transformation: the main theory of retail development is the Wheel Theory, the accordion theory, which assumes a constant alternation in the history of formats of stores with a wide range and specialty stores, later transformed into a comparison of retailers with a group of accordionists, then leaving the market, then appearing, then expanding trade formats, then narrowing them. The article examines the factors influencing the evolution of retail, different views on this process. Further development of retail will be influenced by the following trends: new digital ecosystem tools, big data and cloud computing, digital neuromarketing and neural networks, robotics and artificial intelligence systems, the Internet of Things, sharing economy, new shopping formats. A sharp shift in the focus of competition in the field of digital technologies will lead to the desire to achieve leadership in this area and leaders will be cost-effective through the introduction of new powerful digital technologies. The very rapid development of artificial intelligence elements and systems, followed by the complete transfer of all management functions to them, is a complex but inevitable stage in the digital development of retail. Based on the study of models of retail transformation and factors influencing the transformation of trade, the author’s model - the spiral of trade is compiled.