RETAIL IN RUSSIA: TRENDS AND CHALLENGES

Abstract

This study uses an integrated approach, which consists in researching megatrends and identifying challenges for retailers and the state contained in trends. The analysis of megatrends allowed us to conclude that there are three groups of factors for the development of the world in general and trade in particular – political, technological, and social (sustainable development). The author’s interpretation of megatrends is shown: changing globalization, aging of the population, climate change and pollution of the planet, robotization and employment of the population, growth of the middle class, restructuring of enterprises and industries. The paper conducted a study of megatrends affecting the development of trade in the medium term, followed by the identification of challenges for two levels of subjects – the state and retailers. Awareness of these challenges will be useful for retailers when changing development strategies, as well as for the Ministry of Industry and Trade when making adjustments to the existing draft Trade Development Strategy.