Sirenko Natalia, Doctor of Economics, Professor, The Head of the Department of Finance, Banking and Insurance, Mykolaiv National Agrarian University, Mykolaiv, Ukraine

ORCID ID: 0000-0003-1660-1073
e-mail: sirenko@mnau.edu.ua

Mikuliak Kateryna, Assistant of the Department of Finance, Banking and Insurance, Mykolaiv National Agrarian University, Mykolaiv, Ukraine

ORCID ID: 0000-0001-8317-0360
e-mail: mikulyak@mnau.edu.ua

Oreshko Angelina, Applicant of Higher Education, Accounting and Finance Faculty, Mykolaiv National Agrarian University, Mykolaiv, Ukraine

ORCID ID: 0009-0004-5148-4073
e-mail: angelinaoreshko16@gmail.com

Retail Development in Ukraine

Abstract. Introduction. The development of retail trade (retail) in Ukraine in recent years has undergone significant changes under the influence of external challenges, in particular, a full-scale war, the transformation of the economic environment and the dynamic development of digital technologies. In these conditions, retail plays a strategic role in ensuring economic sustainability, meeting the basic needs of the population and supporting consumer activity. The relevance of the study is due to the need for a deep analysis of the financial viability of the industry, its ability to recover and its role in the formation of the future economy of Ukraine. This determines the need for the formation of new scientifically based strategies for the development of retail in crisis conditions.

Purpose. The purpose of the study is to study the peculiarities of the functioning and development of the retail market in Ukraine in the conditions of external challenges, in particular in the context of martial law, as well as to analyze the financial stability and adaptation of leading retail companies to the changing economic environment.

Results. In the process of studying the development of retail in Ukraine in the conditions of external challenges, a number of key trends, structural shifts and financial and economic characteristics of the industry’s leading players have been established. It was established that retail trade in Ukraine, despite external challenges, demonstrates adaptive potential and gradual recovery. The highest concentration of retail outlets is recorded in the central regions of the country, especially in Kyiv and the region. The financial activity of leading retailers was analyzed, according to the results of which ATB-market LLC showed higher financial stability and effectiveness of anti-crisis measures. Silpo-Food LLC is characterized by a high level of credit load and lower profitability indicators. A comparative analysis of the cost of the food set for making borsch in ATB-market LLC and Silpo-Food LLC showed that the total price at ATB-market LLC was lower by UAH 44, which indicates the availability of the network for economically vulnerable consumers. The assessment of the probability of bankruptcy according to the Tereshchenko model confirmed the stable position of ATB-market LLC and the high risk of financial insolvency at Silpo-Food LLC. It was found that the main factors of retail sustainability are the flexibility of the business model, the availability of own production, the development of logistics and the affordability of goods.

Conclusions. Retail in Ukraine demonstrates resistance to crisis conditions, but the financial indicators of the companies differ significantly. Effective adaptation to challenges provides competitive advantages, which is a determining factor for the further development of the industry.

Keywords: retail; retail trade; financial stability; retail chains; own brands.

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