Development of goods circulation sphere is characterized at present both as trend-predicative and, at the same time, as hyperconversive process under modern conditions of economy digitization. The significance of circulation sphere and, hence, directions of its transformation increases with increase in goods supply, expansion and deepening of assortment of consumer goods, development of production and reproduction process. Changes in purchase model of final consumers (B2C, C2C, O2O), B2B procurement mechanisms exert obvious impact on formation of modern goods circulation sphere, including the frames of e-trading segment. Digitization and technological development of global scale transform without exclusion all life spheres of the world's population, all sectors of world economy, and directly or indirectly influence numerous processes. Innovative activity of participants in goods circulation sphere is determined by the factors of implementation of digital technologies in all processes of goods supply both at macro- and at mesolevels...