Today, Ukraine's trade industry is in a problematic environment caused by economic instability, war effects, and the impact of the global market. Additional challenges are posed by political and social factors, including destroyed infrastructure, modifications in legislation, demographic variation due to population movements, and increased international competition. At the same time, changing consumer preferences, the growing popularity of online shopping, and customers’ environmental awareness require retail businesses to implement innovations and sustainable practices. Rapid technological developments make automation and artificial intelligence critical to staying competitive. In this environment, trade remains an essential driver of Ukraine's economic growth, contributing to post-war reconstruction and integration into the European market. The research aims to analyze the significant challenges Ukrainian trade enterprises face in the current environment and identify effective ways to ensure their sustainability. Based on the key performance indicators, the trade industry is identified as one of the leading sectors of the Ukrainian economy, ensuring the population's livelihood. Ensuring the sustainability of trade enterprises in a time of war requires a comprehensive approach, including cost optimization, supplier diversification, employee support, innovation, and adaptive management. Coordinated actions by businesses, the government, and international partners to minimize risks and create conditions for long-term development play a central role.