УМОВИ РОЗВИТКУ ТОРГІВЕЛЬНИХ ПІДПРИЄМСТВ НА МІЖНАРОДНОМУ РИНКУ

The purpose of the study is to explore the characteristics of the development of trading enterprises in the international market. It has been established that the development of a trading enterprise is a complex process that includes strategic planning, innovations in products and services, optimization of internal processes, expansion of the customer base, and improvement of logistical chains. It has been determined that entering international markets is becoming increasingly relevant and important for trading enterprises, facilitated by the globalization of trade, technological advancements, and the evolution of consumer preferences. It has been proven that development is aimed at ensuring sustainable growth in profits, improving competitiveness in the market, and increasing market share, taking into account changes in consumer preferences and global economic conditions, which requires flexibility, innovative thinking, and effective resource management from the enterprise. It has been determined that entering the international market represents a strategic step for the trading enterprise, opening access to new markets, expanding the customer base, and, consequently, increasing the potential for income growth. It has been proven that the process of entering the international market includes adapting products and marketing strategies to the requirements and cultural peculiarities of international markets, overcoming language and regulatory barriers, and developing effective logistical and financial strategies to minimize risks and ensure sustainable business operations on the global stage. Key parameters for the development of a modern trading enterprise have been characterized. The main challenges facing trading enterprises in the context of entering the international market have been identified. It has been determined that each country has its own set of trade laws, import restrictions, quality standards, and regulations, which can significantly differ from the domestic market. Compliance with these norms is mandatory but can be a complex and costly process, requiring thorough legal analysis and possible product adaptation.