The study considers the issues of enterprises transformation model forming and the corresponding processes of product distribution depending on informational and digital capabilities of the enterprise. Material tendencies, priorities and directions of transformation, achievements and mistakes in the field of retail computerization forming a new approach to interactions of parties in product distribution chains were detected. Earlier development and introduction of informational and digital technologies in retail were related only to distribution network management. Today the task aimed to arrange comfortable purchase with maximum profit for the client goes to the foreground. The organizational principles of digital enterprise changing retail and technological processes of enterprises have been brought to a system: personalization, digitalization, comfortable payments, comfortable and fast delivery. Capabilities from transfer to retail are given based on digital principles which enable to build an integrated product distribution model when the buyer selects the most comfortable channel to buy and becomes loyal against comfort and easy service.
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