The article examines the digitalization of business processes of trade services in the context of the development of the digital economy, the formation of a digital business environment based on a new format of interaction between market subjects in the formation of new consumer behavior and the transformation of the traditional business model into an omnichannel development format. The development of a digital business model for increasing the competitiveness of trade services has been proposed, allowing for the formation of digital resources and infrastructure for organizing trade services

The article explores the activities of retail enterprises, analysis of the factors
affecting them, scientific-theoretical approaches of scientists on the development of chakaa trade, analysis of foreign organizations in the development of retail trade. Marketing research of retail organizations has been conducted.