The article gives consideration to the institutes of retail digital economy, basic trends of transformation thereof. It shows a changing role of institutes in trade not only as constraints, but as the catalysts of the consumers' needs. The differences between traditional retail institutes and electronic commerce institutes have been reviewed, the convergence thereof with the present-day operators along the entire value chain has been demonstrated on the basis of examples of the current retail actors and implementing a fundamentally new strategy of communication between a seller and a buyer. The organization of retail "around buyer" becomes the main convergence driver on the basis of acquisition, analysis and use of big data arrays. The elements of internal and external institutional environment have been presented, except that the identification thereof makes it possible to define the most significant institutes for trading business development as well as the "weakest links" in the system of institutional transformation.
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