Hybrid retail as a new paradigm for the development of retail trade: theoretical foundations, comparative analysis and national perspectives

Abstract

The article aims to provide a comprehensive examination of the evolution of the Hybrid Retail concept and to identify the specific features of its adaptation to the Ukrainian market in the context of digital transformation and the impact of global crisis factors. The topic's relevance is substantiated by the accelerated integration of online and offline retail channels, driven by changes in consumer behaviour models, the advancement of digital technologies, and challenges arising from the pandemic caused by the Coronavirus and the full-scale war in Ukraine. The present study explores the theoretical and methodological foundations of the hybrid retail concept, identifies its key stages of development, compares international and national approaches to defining Hybrid Retail, and highlights regulatory gaps in the domestic legal framework. The methodological basis of the research comprises content analysis of international and Ukrainian academic literature, comparative analysis of official documents and industry reports, and case studies of leading retailers' practices. A thoroughgoing evolutionary analysis of retail models is conducted, encompassing multichannel, omnichannel, and hybrid retail, to identify each model's key characteristics, advantages, and limitations. The findings are systematised using a comparative table of definitions. This enables the identification of both standard and distinctive features in interpretations and the extent of their conceptualisation in academic and regulatory sources. The results obtained from this study are as follows. The analysis indicates that international academic literature considers Hybrid Retail to be an integrated business model, involving a flexible redistribution of functions between physical and digital channels depending on market context, consumer behaviour, and technological developments, strongly emphasizing end-to-end customer experience management. It is evident that official documents, particularly OECD analytical reports, interpret Hybrid Retail as a new operational standard for small and medium-sized enterprises. Empirical examples support this interpretation, yet, notably, the standard lacks detailed technical specifications. It is evident that Ukrainian academic publications predominantly concentrate on describing omnichannel formats. However, the adaptive and technologically flexible nature of Hybrid Retail is addressed only in a limited capacity. Empirical analysis of domestic retail practices (Rozetka, EVA, Comfy, Varus, ATB) demonstrates that in times of crisis, hybrid formats are being rapidly implemented, including the development of click-and-collect services, mobile applications, and logistics hubs based on physical stores. The present study confirms that Hybrid Retail is not merely a trend but a strategic retail development model that combines the strategic depth of academic approaches, the formalisation of official documents, and the consideration of national specifics. It has been established that Ukraine lacks formal legal recognition of the term "hybrid retail", which creates obstacles to statistical accounting, legal regulation, and state support for this format. It is recommended that future research efforts concentrate on formulating a cohesive definition of Hybrid Retail that is compatible with Ukraine's regulatory framework. This definition should be aligned with international standards while considering the unique characteristics of the national market. It is submitted that such a definition should serve as a foundation for advancing academic approaches and practical solutions. The latter aims to enhance Ukrainian retail's competitiveness in global digital transformation.