The article is devoted to the study of the peculiarities of logistics activities of trade enterprises in the context of digitalization, which is becoming an important factor in the efficiency and competitiveness of modern business. The paper discusses the main elements of logistics activities, such as procurement, inventory management, transportation, warehouse logistics, reverse logistics and information flow management, as well as their adaptation to the digital environment. The introduction of innovative technologies, such as artificial intelligence (AI), the Internet of Things (IoT), blockchain, big data analytics, cloud platforms, and robotics, is becoming a key tool for optimizing logistics processes, reducing costs, and improving customer service. The possibilities of automating warehouse processes with the help of warehouse management systems (WMS), which allow you to control all aspects of warehouse operations, reduce the risk of errors and speed up order processing, are discussed in detail. IoT technologies provide real-time tracking of the location and storage conditions of goods, which helps to respond quickly to changes and minimize losses. Cloud platforms integrate information flows between all participants in the supply chain, providing access to data from anywhere in the world and accelerating information exchange. The introduction of Big Data analytics allows businesses to analyze consumer requests more deeply, forecast demand more accurately, optimize delivery routes and manage inventory. The use of blockchain technologies contributes to the creation of transparent and secure supply chains, which is important for preventing fraud and counterfeiting, especially in the case of high-value goods. Robotization of warehouses and transportation provides a significant increase in productivity, accuracy, and speed of operations. The article highlights the benefits of logistics digitalization, including cost reduction, process automation, improved service quality and competitiveness. However, the article also emphasizes the challenges associated with the introduction of new technologies, such as high cost, the need for staff training and cybersecurity. The author presents the prospects for the development of digital technologies in logistics activities, which allow trading companies to adapt to market changes and improve their market position. Digitalization is becoming not only a means of improving the efficiency of logistics processes, but also a strategic tool for ensuring sustainable development and competitive advantages of trade enterprises. Innovations in logistics open up new opportunities for optimizing business processes, ensuring the speed and accuracy of order fulfillment that meets the growing expectations of customers.

У статті проведено дослідження особливостей логістичної діяльності торговельних підприємств в умовах цифровізації. Це реалізовано через вивчення основних елементів логістичної діяльності та визначення цифрових технологій, які можуть бути впроваджені в логістику для оптимізації процесів і підвищення ефективності господарської діяльності. У результаті проведеного дослідження визначено переваги та проблеми впровадження цифрових інноваційних технологій у логістичну діяльність торговельних підприємств. Також розглянуто перспективи розвитку логістики підприємств в умовах цифровізації, серед яких виокремлено впровадження штучного інтелекту, Інтернет речей (IoT) для контролю в реальному часі, блокчейну для прозорості та безпеки, використання Big Data, розвиток автоматизованих складів і роботизація логістичних процесів.