DIGITAL TRANSFORMATION OF FURNITURE INDUSTRY DISTRIBUTION CHANNELS IN THE ERA OF GLOBAL UNCERTAINTY

Zolotarev Sergey Aleksandrovich, Zakharov Alexander Viktorovich

This article examines the impact of digital transformation on the restructuring of distribution channels in the furniture industry in the context of global challenges and uncertainty. Based on an analysis of current trends, key technological drivers of change are identified: platform solutions, augmented and virtual reality tools for creating customer experiences, and data analysis systems for personalization and supply chain management. Particular attention is paid to the specifics of the Russian market, where, amid the global trend toward digitalization, barriers such as a lack of funding, qualified IT personnel, and dependence on imported technologies persist. The barriers to transformation are systematized, and a model and comparative analysis of strategic scenarios for integrating digital solutions into a hybrid distribution system are proposed, taking into account the uncertainty factor.

Keywords:digital transformation, furniture industry, distribution channels, customer experience, global uncertainty, marketplaces, import substitution.