The study focuses on analyzing the state of development of the non-production sector in the context of digital transformation of the trade infrastructure. The article examines the online retail market, which is experiencing impressive growth. In 2018, the market was worth approximately 1.5 trillion rubles, but by 2024, it had increased to 10.7 trillion rubles, representing a nearly 7-fold increase. This makes Russia one of the leading countries in terms of e-commerce growth worldwide. The main drivers of growth include the development of marketplaces such as Ozon and Wildberries, improvements in logistics, and increased trust in online shopping. An analysis of the global e-commerce market has shown a steady increase. In 2024, the market exceeded \$8.8 trillion, and it is expected to double by the end of the decade. This represents a significant opportunity for new businesses to adapt to local preferences and global trends.