Digital technologies are increasingly developing in modern society. In this regard, many of the approaches traditionally used in traditional Commerce require substantial updating for electronic Commerce. One of the important tasks for trade organizations is the formation and analysis of the product range, while a number of approaches used in traditional trade lose their effectiveness in the digital economy. The article discusses the features of the formation of the range of organizations operating in the field of electronic Commerce. Much attention is paid to a comprehensive analysis of the formation of shopping baskets and, as a consequence, the sale of goods. Also the role of quality of the goods presented in assortment of the trade organization in formation of business image of online store is noted.
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