摘要：The article is devoted to the presentation of structural shifts, factors and trends of dynamic changes in
retail trade, taking into account, above all, institutional changes. The main theories explaining changes
in retail trade are analyzed. The shift in the balance of power in the distribution channels from the
manufacturer to the retailer is shown, and the tendency of increasing the number of supermarkets
and hypermarkets is presented. It was found that there is a gradual takeover by large retail chains of
small retail operators and the growth of the role of supermarkets and hypermarkets, as evidenced by
the increase in the trading floor area of the stores of the indicated trade formats. The main features
of different types of stores are systematized and the advantages and disadvantages of strategies for
the development of retail objects - small operators and large chain stores. It is established that small
independent retail operators lose a significant market share. Constant consolidation of retail operators,
as well as increased competition in retail markets, force retailers to look for new ways to grow
their business. The positions of retail operators in the rating of the largest enterprises of Ukraine for
2016 are analyzed and it is established that among operators of retail trade the operators that sell food
products are the most dynamically developing. Generalized tendencies of structural shifts in retail
trade according to theories of institutional changes and certain stages on which the largest retail operators
of Ukraine are located. It is determined that the market of goods and services becomes more
consolidated and concentrated and requires the formation of an adequate dynamic organizational
structure of management, transformation of marketing functions, adaptation to a complex modern
environment.
关键词：retail trade; structural changes; store format; external environment;
trade networks
