The article discusses the problems of applying innovative technologies in the modern trading of enterprises that are associated with changes in the activities of these organizations, which take place under the influence of the macro-environment. Such innovations cover the whole economic system, reflecting specifically in some of its branches and leading to an increase in the efficiency of its activity. The article also discusses the specific issues of innovation in wholesale and retail trade. Modern trends in economic development convincingly show the need to improve innovation, which opens up new opportunities for increasing competitiveness and modernizing the economic system. The innovation process, which covers the economic system as a whole, is specifically refracted in its individual branches. The commercial sector deserves special attention in this context. The purpose of the study is to investigate theories, methodology and formulate practical recommendations for improving marketing forms and methods.