The article is devoted to the study of the digital transformation of retail trade, which is caused by the rapid development of online retail and platform models. It is noted that this process changes the institutional structure of the market, consumer behavioral patterns, and management practices of enterprises. Digital transformation is considered as a sustainable process of organizational, technological, and institutional changes that covers the entire value creation chain. The theoretical framework is based on the concepts of platform markets, data economy, and institutional economics. The key aspects of digitalization have been identified: the formation of an institutional environment; economic effects; changes in consumer behavior; the critical role of logistics and last-mile infrastructure; the importance of data management as a strategic resource; and the transformation of the labor market and competencies. The risks and barriers to development, such as technological dependence, concentration of market power, and regional imbalances, are discussed in detail. The author presents a conceptualization of four interrelated mechanisms of influence: institutional, technological, organizational, and economic. In conclusion, the article emphasizes the systemic nature of digital transformation and the need for coordinated efforts by the government, business, and the scientific community to develop a regulatory framework, support infrastructure and personnel, and implement data standards and transparency.