On The Transformation the Distribution Channel Structure In the Digital Business Environment

Digital technologies penetrate to all business segments and economy fields altering their strategic tasks and tools. And if earlier development and use of information technologies were aimed to simplify management and arrange intra-company interaction nowadays the main challenge is to provide the client with comfortable buy and give it the maximum profit. 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. 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.