The urgency of solving this scientific problem is determined by the need to take into account the features of the experience economy development, which have both a rational and emotional nature, and their manifestations and transmission and considering information in the virtual space. Also, by analysing and basing on the effectiveness of business entities at all economic levels – macro and meso- and by functional directions, one of which is logistics activity, which should be characterized by innovation in relation to the real space of its manifestation through the value of transportation indicators. The purpose of the article is to determine the influence of investments in intangible assets as the basis of innovative development on the efficiency of logistics in the modern conditions of the development of the economy of experiences in real and virtual space. The study of this complex issue in the article is carried out in the following logical sequence: based on the analysis of the latest publications, the main directions of research are determined according to the triad «economy of experiences, virtual space, logistics activity in real space taking into account the use of innovations based on investment in intangible assets» based on the use of the Internet resources, i.e. in virtual space, the flow of logistics activities taking into account the use of innovations and investments in intangible assets as their basis in real space; with the use of economic-mathematical methods of descriptive statistics and the built multifactorial regression model, the relationship between the efficiency of enterprise activity and the use of the Internet by real and potential consumers (in the virtual space), i.e., the importance of the Internet for ensuring the success of business activities in general and logistics in particular, was proven; with the use of cluster analysis, the intensity of the use of the Internet in the regional aspect was determined in order to strengthen the influence on the formation of positive impressions about the economic activity of economic entities; on the basis of statistical analysis, the main trends of changes in values in the real space of indicators of logistics activity were determined: turnover of wholesale trade, export and import, volumes of transportation by rail, road transport, air transport, pipeline transport and volumes of investments in tangible and intangible assets as a basis for the development and implementation of innovations; with the use of multidimensional factor analysis, latent factors influencing logistics activity and investment in intangible assets were identified; modelling of the relationship between investment volumes in intangible assets and indicators of logistics activity – exports, imports, volumes of transportation by railway and motor vehicles using multifactorial regression analysis was carried out; taking into account the identified dependencies, proposals were developed for the activation of logistics activities in the context of investing in innovations in the conditions of the development of the economy of experiences. The presented proposals are characterized by scientific novelty and practical significance. The study empirically confirms and theoretically proves the expediency of considering the triad «economy of experiences, virtual space, logistics activity in real space, taking into account the use of innovations based on investment in intangible assets» in order to achieve the successful functioning of economic entities of different economic levels. The results of the conducted research are of practical interest for managers of the macro-, meso- and microeconomic levels in the process of making management decisions in various functional areas, in particular logistics, regarding the activation of their activity to ensure its innovative orientation in the conditions of the development of the economy of experiences.