The article analyzes the key trends typical of Russian retail and servicing firms’ operations as digital technologies are introduced everywhere. It considers the omnichannel approach to the sales of goods and services as a convenient method of interaction with the consumer. It considers the integration trends, creation of online platforms and aggregators as a systematic phenomenon of commercial activities in many industries. We focused on the positive aspects of interaction with the consumer via retail aggregators and on the fallout of this method of commercial operations. The possible economic threats linked to high activities of foreign digital integrated platforms on the territory of the Russian Federation are outlined.