Abstract
The article presents the results of a study of the influence of the internal and external environment on the efficiency of the functioning of the trade sector. The article identifies priority factors influencing the efficiency of the financial and economic activities of the trade sector, and they are ranked according to the degree of influence on the gross value added (GVA) in trade. The data obtained indicate the need for a differentiated trade policy with the support of the elements of the trading system, taking into account their contribution to the economy: in decreasing order - purchasing power, trade and employment indicators, volume indicators of goods production, transport and trade infrastructure, unit costs per unit of output. The results of the analysis make it possible to develop measures and economic mechanisms to support and stimulate the trade sector, based on the priority development of the identified factors and the degree of impact on efficiency. The practical implementation of the recommendations will optimize the costs of developing trade, improve work and increase the efficiency of the functioning of the trade sector.