Object. The object of the article lies in updating of the scientific and methodological foundations of the problem of value in merchandising, their substantiation and renewal. Methods. In the course of the study the methods of theoretical generalization and comparison, analysis and synthesis, historic and logical methods have been used (to substantiate the concept of “value”). Results. The essence of the concept of “value” as merchandising category and the content of its implementation have been illustrated; the evolution of the category of “value” in retrospective and ontology of economic and social sciences have been studied. Scientific novelty. Theoretical and methodological framework for value-conscious estimation of goods have been improved; it has been proposed to point out in estimation of the value of goods a functional significance (a set of socially significant features, object functions, product, which make goods valuable in a certain society) and personal content (consumer value). Practical importance. The estimation of value allows you to compare the assortment of goods on grounds of their utility, significance, social value orientation, and personal interest for the purpose of raising of living standards of people and their well-being.