RESEARCH OF KEY ASPECTS OF THE HYBRID TRADING APPROACH OF SMALL AND MEDIUM-SIZED BUSINESSES IN RETAIL

Digitalization has caused a profound transformation of the retail sector, which is mainly represented by small and medium-sized businesses. Retail trade enterprises are increasingly mastering a hybrid approach to managing online and offline channels, which implies both physical communication with the buyer on the retail space, and the use of remote communication using digital technologies. Traditional retailers, small and medium-sized enterprises (SMEs) that adapt to digitalization can open up new opportunities, making a significant contribution to the country’s economy. The study is aimed at analyzing the development of SMEs, taking into account the advantages and problems of organizing online sales through e-commerce platforms. Special attention is paid to the specifics of the work of hybrid retail enterprises of small and medium-sized businesses. The key trends and features of the hybrid approach to retail trade are presented, which is being used by more and more individual entrepreneurs, micro, small and medium-sized enterprises in Russia and the world as a whole.