Modern economy conditions are so-called Industry 4.0 affected all the sphere as of humans’ life. One of the main among them is retail. Retail is a last link between manufacturer and consumer which gain profit for all the supply chain. Technological development became a key factor to succeed nowadays but today global economy is slouching through the recession during COVID 19 pandemia and there are many thoughts about the future of retail. As a pioneer of digital transformation, retail already has been adapting to modern clients’ queries and transition to e-commerce or mobile commerce. But not even e-commerce is a key factor to overcome difficulties. The main goal of the study is to analyze innovative models and technologies in retail and an experience of the most efficient implementation models worldwide.