OMNICHANNEL RETAIL IN THE SYSTEM OF E-COMMERCE AND FOREIGN ECONOMIC ACTIVITY: INFORMATION AND ANALYTICAL SUPPORT FOR MANAGEMENT

The article examines the development of omnichannel retail as a logical outcome of the evolution of distribution channels in the context of the digital economy. The transformation from single-channel to multichannel, crosschannel, and ultimately omnichannel models reflects changes in technological capabilities and managerial approaches. The study substantiates the shift from a transactional marketing paradigm to a customer-centric management concept, where the consumer and their lifecycle become the core focus of strategic decision-making. Omnichannel retail is defined as an integrated management paradigm based on the synchronization of all sales channels and the creation of a unified information and analytical infrastructure. The paper emphasizes that e-commerce acts as a system-forming element of the omnichannel model. It ensures digital interaction with consumers, real-time data accumulation and processing, and synchronization of online and offline operations. Thus, e-commerce becomes a practical mechanism for implementing customer-centric and systemic principles in retail management. An analysis of revenue dynamics of leading Ukrainian online retail companies for 2022–2024 confirms a general upward trend and demonstrates the effectiveness of integrating digital and physical channels. The results indicate market concentration among key players while also highlighting the rapid growth of medium-sized and niche companies. Special attention is paid to the management of omnichannel retail within foreign economic activity. In the international environment, the omnichannel model transforms into a multi-level management system integrating digital platforms, logistics infrastructure, and institutional mechanisms across countries. The study outlines the importance of centralized data management, cross-border logistics coordination, pricing adaptation, and localization strategies. It concludes that omnichannel retail in the system of e-commerce and foreign economic activity represents a strategic framework for enhancing competitiveness in the global digital market.