The article considers a relatively new phenomenon not only for Russian retail, but also for majority of researchers studying the adaptation of trade organizations to modern market conditions, such as the use of omni-channel retail technologies. We described the existing approaches to the definition of the concept of "omni-channel" in business trade. We present the results of a theoretical study that allows us to identify the areas of application (B2B, B2C), the principles and elements of omni-channel retail technologies in the retail trade, the advantages and risks of their use in commercial entrepreneurship, and readiness of business to use these technologies. We characterize personalized loyalty programs (offer personalization for consumers); expectations and behavior changes of consumers (consumer activity of the population, consumer preferences in choosing a sales channel, trust in purchasing in a network environment). We outline companies that produce software for omni-channel commerce, operating in the Russian market. We show the levels of the Internet penetration and the rating of the Russian Federation taking into account the international "Electronic commerce index" (UNCTAD B2C e-commerce index). On the basis of the analysis of publications of domestic and foreign authors, we introduce the priority areas of research in the field of economic knowledge. The information and conclusions of the article will be useful to entrepreneurs, representatives of Russian retail, postgraduates, scientists engaged in research of retail trade issues.
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