Іntroduction. The Covid-19 pandemic, environmental changes and the economic crisis are changing the conditions and principles of business today. Nowadays, there are special requirements and restrictions need to be applied to operation of commercial enterprises, in particular – to the field of retail . The retail market should implement modern management methods, innovative technologies and sales tools to overcome the effects of the crisis. The purpose of the article. The purpose of the article is to investigate the development trends of the retail market in Ukraine; outline the main priorities and opportunities for further effective operation. Results. Domestic trade is an important area of economic growth, as it accumulates more than 13% of GDP in Ukraine. The modern retail market shows annual growth and it belongs to the most rapidly developed segments of the Ukrainian economy. It is represented by a wide variety of forms of interaction between seller and buyer. Some companies work on a narrow target audience, others focus on mass sales - belong to the field of retail. In 2019 retailers provided 72.5% of retail sales. The main features of the retail market in Ukraine are: annual growth of turnover, number of shops and retail space; development of franchise networks; growth of own brands; increasing logistics capacity; low level of market concentration and high intensity of competition; emphasis on the formation of positive consumer demand; increasing corporate social responsibility. Priorities in the development of retail market should be focused on such areas: providing safety for buyers and convenient services offline; growth of e-commerce; development of information technologies in the field of retail; increase share in trade for retailers of their own brands (private label), partial replacement of supermarkets with discount stores and shops close to the houses. Сonclusiоns. Ukrainian retail market shows annual growth and it is one of the fastest growing segments in Ukrainian economy. The consequences of the economic crisis and quarantine restrictions will affect the activities of Ukrainian retailers. This requires adaptation of trading methods to new conditions and intensification of innovative activities in the field of retail trade.

Producing consumer packaging, which would meet the modern requirements in a comprehensive manner, while ensuring the needs of a consumer, a manufacturer and society as a whole, is currently one of the most important issues. In the context of developing a socially responsible society, the transition from classical marketing schemes to the social and ethical marketing is important for producers. The article defines the features of consumer packaging as a marketing tool based on theoretical generalization and survey among the city of Lutsk residents. The author’s vision of the packaging strategy and the product strategy interaction in the context of socially oriented marketing is presented. The possible options of packaging recycling are outlined: use of returnable packaging; utilization of packaging and the use of appropriate materials that are subject to recycling; use of packaging for other purposes.

The phenomenon of economic crisis, of course, is unpleasant and has a destructive effect on the economic and social life of society. The article describes the causes and consequences of the major crises of the world economy of the XIX–XXI centuries. Among the most common causes of economic downturns is the excess of investment or consumption in one or more sectors of the economy. At the same time, the consequences of these economic downturns were the advanced development of industry and a new round of machine invention in the XIX century, the failure of the gold and currency standard in the XX century and the reorientation of financial flows from speculative assets to others, including raw materials and energy in the nineteenth century. The new global crisis unfolds new challenges for the world community and the search for new ways out of it. The current pandemic has been marked by a particularly rapid and large-scale decline in demand and oil prices as a result of the sudden cessation of economic activity. Demand and prices for other goods show a smaller decline, as they are less affected by quarantine measures. However, as the pandemic continues and the economic downturn deepens, it is also possible to reduce demand and prices for metals. The impact of the 2020 economic downturn on the economy may persist for a long time. The deepening crisis may reduce the demand for industrial goods. The global financial crisis of 2020, caused by the outbreak of influenza COVID-19 may lead to long-term changes in global commodity markets. Increased transportation costs. Opportunities for the national producer. Growth of substitution among goods. Changing consumer behavior. After, a large number of workers can continue to work remotely, which can reduce transportation costs and demand for fuel. Businesses can cut back on travel abroad and use video conferencing and other remote alternatives. As a result, environmental pollution will be reduce. Further changes in society's behavior may lead to a shift in the structure of demand for goods. Increasing teleworking can reduce the demand for travel and oil. Reducing oil consumption will also provide environmental benefits.

This study investigates sustainable development in Europe, moving beyond simple SDG scores and linear models. Using data from 2000 to 2024 across European countries, Principal Component Analysis (PCA) was employed to create indices for the People, Planet, and Prosperity domains of sustainable development. Multivariate Adaptive Regression Splines (MARSs) captured nonlinearities and interactions in the influence of these domains on sustainable development on the European continent. The results show that progress depends on crossing key thresholds rather than gradual change. In the People domain, exceeding minimum levels leads to significant gains. The Planet domain acts as both stabiliser and constraint: moderate ecological performance fosters progress, while extremes hinder it. Prosperity has modest direct effects but becomes influential when combined with social and environmental factors. Interactions reveal that sustainable development arises from domain synergies, with social progress offering the most significant leverage. The findings indicate the need to target lagging regions to surpass social thresholds, protect ecological stability, and ground prosperity in inclusive, eco-friendly frameworks. Overall, the study highlights how data-driven methods can identify tipping points in sustainability and provides a transferable framework for achieving the 2030 Agenda.

This study investigates sustainable development in Europe, moving beyond simple SDG scores and linear models. Using data from 2000 to 2024 across European coun-tries, Principal Component Analysis (PCA) was employed to create indices for the People, Planet, and Prosperity domains of sustainable development. Multivariate Adaptive Regression Splines (MARS) captured nonlinearities and interactions in the influence of these domains on sustainable development on the European continent. Re-sults show that progress depends on crossing key thresholds rather than gradual change. In the People domain, exceeding minimum levels leads to significant gains. The Planet domain acts as both stabiliser and constraint: moderate ecological perfor-mance fosters progress, while extremes hinder it. Prosperity has modest direct effects but becomes influential when combined with social and environmental factors. Inter-actions reveal that sustainable development arises from domain synergies, with social progress offering the most significant leverage. Findings recommend targeting lagging regions to surpass social thresholds, protect ecological stability, and ground prosperity in inclusive, eco-friendly frameworks. Overall, the study highlights how data-driven methods can identify tipping points in sustainability and provides a transferable framework for achieving the 2030 Agenda.

The spread of startups as a form of starting an innovative business, as well as the economy digitalization determine changes in the principles and models of business organization. a The startup business model is the prerequisite of its success. That is why the study of modern business models helps improve the management of startup projects, which will have a positive impact on the economic growth, increase its innovation and investment attractiveness.The main purpose of the article is to study the features, types and structure of startups business models and to identify the opportunities for their application in innovative entrepreneurship in Ukraine. The development of a startup business model has its own peculiarities as it provides theunderstanding of what value the project will create, how it will happen, what will be the partnership, as well as the operational and financial characteristics of the interaction. A business model practical value for a startup lies in its purpose: to evaluate and analyze the effectiveness of the startup compared to other similar business ideas; to assess the startup potential and investment attractiveness; to determine the value of the business, the size ofincoming and outgoing cash flows and basic price parameters; to optimize the business idea in terms of a strategy, maximization of created value for customers and other stakeholders.The paper provides analysis of business model types depending on the peculiarities of startup key activities and gives examples of their application. The main business models used when starting an innovative business are: Manufacturer, Distributor, Retailer, Franchising, Ecommerce,Integrated Model, Subscription, Freemium, Agency.The Top 10 startups of Ukraine as defined by the Startup Ranking have their business models described. It is found that a significant number of the Ukrainian startups use the Ecommerce model and mostly deal with the Internet, SEO support, and artificial intelligence use.The Business Model Canvas developed by Alexander Osterwalder and Yves Pinier is one of the most convenient business models that startup developers should consider using.The paper outlines the Business Model Canvas structural elements, the order of the main blocks filling in and the connection with other parts of the layout.The use of modern business models will foster the development of Ukrainian startups and their further scaling, as well as ensuring their efficiency within the country. У статті досліджено бізнес-моделі як концептуальний опис способу створення цінності в стартапах, їх обґрунтування та просування. Досліджено основні види бізнес-моделей залежно від особливостей ключової діяльності стартапів, наведено приклади їх застосування. Визначено 10 найкращих стартапів України за версією Startup Ranking, подана характеристика їхніх бізнес-моделей. Визначено, що значна кількість ук-раїнських стартапів використовують модель «Електронна комерція» та в переважній більшості стосуються роботи в Інтернеті, SEO підтримки та використання штучного інтелекту. Описано структурні елементи бізнес-моделі Canvas, порядок заповнення основних блоків та взаємозв’язок з іншими частинами макета.