The scientific article is devoted to the assessment of trends of retail turnover of enterprises in Ukraine and identifying problems in its operation due to the influence of transformational changes on retailers caused by economic and political factors. The purpose of the article is to study the trends and issues of the retail turnover of enterprises in Ukraine. Solution of the goal is based on the characteristics of retail turnover as a macroeconomic indicator, and determining its relationship with such indicators as the level of purchasing power, the stability of the currency, monetary status, the level of revenue, the scope of import consumption and export potential. The analysis of social and economic development indicators in Ukraine has been given. The indices of retail trade turnover of enterprises in Ukraine by region and commodity groups have been reviewed. The analysis of the volume of production for certain economic activities has been represented. The share of consumer goods sales produced in Ukraine has been estimated, in order to assess the level of import expansion in the domestic market. A retrospective of Ukraine's overall competitiveness ranking in terms of its 12 components has been researched. Scientific novelty of the results is to identify the challenges of growing import expansion in the domestic market of Ukraine and the characterization of the relationship devaluation of the national currency and price competitiveness of national goods.. The practical significance is the possibility to take into account the calculation results while choosing the methods and tools of retail trade turnover regulation by state authorities. However, this subject is closely linked with the improvement of regulatory measures in the area of retail turnover and requires further research in this area.