FEATURES OF RETAIL TRADE INDUSTRY TRANSNATIONALIZATION

Abstract

The article is devoted to the study of the development of the processes of transnationalization of the retail trade industry. It was determined that in connection with the transition of the leading countries to post-industrial stage of development, the creation and expansion of the consumer society, very significant changes took place in the field of retail trade, which, also under the influence of the consequences of the global pandemic, significantly affected the scale and role of this branch the of the world economy. primarily in developed countries. A quantitative assessment of the degree of uneven distribution of multinational enterprises (MNEs) in the retail trade industry by asset value was carried out, which indicates an uneven distribution of the value of assets among MNE leaders in the industry and a relatively high degree of their concentration. It was determined and substantiated that the features of modern processes of transnationalization of the retail trade industry are: reorientation of companies to omnichannel and e-commerce; increase in online sales; orientation of companies to trade abroad; digital transformations; companies' use of AR/VR technologies, Big Data and robotic processing, visual search and voice assistance technologies