BELARUS СONSUMER MARKET СHANGES IN THE CONTEXT OF TRADE DIGITALIZATION

The emergence of information technology, a new generation of buyers who are more demanding to convenience when choosing goods and making purchases, lead to the constant increase in online purchases. In the article, the author analyzed changes in consumer behavior in Belarus consumer market, which determines the development of e-commerce. The author presented a number of indicators reflecting the new trade form state. In Belarus, there has been an increase in Internet users, the number of online stores, and the share of sales in turnover. The author identifies the trends characteristic of Belarus consumer market in the conditions of trade digitalization.