Internet marketing and digital strategies in retail

The rapid digitalization of the global economy and current social and economic challenges have affected the digital marketing strategies of retai­lers. The research reveals the peculiarities of using Internet marketing tools to implement digital marketing strate­gies by Ukrainian retailers in the conditions caused by the war. Based on the hypothesis that the integration of various digital channels and tools increases the effectiveness of marketing strate­gies, a survey of 12 retailers has been conducted. The results showed that retailers focus on synchronizing content across plat­forms, personalizing customer experience, and actively using social media. Considering the problem of limited resources and difficulties in coordinating channels, the expediency of imple­menting digital marketing strategies through the use of Internet marketing tools to improve brand awareness, increase loyalty and create customer expe­rience has been established. The role of digital inclusion in market expansion and social justice is empha­sized. The recom­mendations and conclu­sions presented are important for the use of Internet marketing tools by Ukrai­nian retailers and the effective implementa­tion of digital marketing strategies