The study raises the relevance of the operational activity of retail chains as an economic category. The relevance of the research subject lies in the development of modern trade formats and the need to introduce new solutions for managing operational activities, in terms of improving the efficiency and quality of performing basic management functions. The retail industry undergoes constant transformation. The identification of the mechanism for the functioning of retail chains in Ukraine has not yet become the subject of extensive research, which negatively affects their functioning. The purpose of the study is to examine and clarify the economic category “operational activity of a retail chain”. The study examined the essence and components of retail operations and developed ways to optimise operational management, the main of which are well-built logistics schemes, electronic sales channels, organisation of food halls and food courts, digitalisation and personalisation, building omnichannel communication of retail chains and consumers, the use of big data to improve customer service. The essence of retail operating activities is considered. Based on the use of general economic research methods, the approaches of researchers to the interpretation of “operational activity” are analysed and systematised. The scientific originality of the study consists in clarifying the essence and highlighting the most important characteristics of the operating activities of retail in Ukraine. The practical value lies in the substantiation of the main components of the operating activities of the retail network. Based on the conducted research, it is determined that operational activity in financial and economic activity occupies a core place since it is the main basis for stimulating entrepreneurship.