The research topic is relevant, since there is a need to study the process of forming a competitive position of a company in modern conditions of the Russian market within the framework of digitalization of business, which leaves an imprint on the development of society as a whole. The authors studied and analyzed the competitiveness of a trading enterprise in a digital market, the legislation on which has no clear framework and boundaries and is in constant dynamic development, which requires special care on the part of companies, a high level of adaptability and flexibility, and great efforts to combat monopolies, since «gray» uncontrolled ones are increasingly appearing zones that can provide loopholes for establishing the power of one of the players due to digital technologies (in particular, standardization and automation processes). To do this, first of all, it is necessary to disclose the term «competitiveness», its essence, concept, characteristics, structure, information base, consider methods for determining the attractiveness of a company with the introduction of digitalization elements into daily activities, give an organizational and economic characteristic of a retail company, evaluate the competitiveness of Metro Cash & Carry LLC as an example, analyze financial stability and give recommendations on management of competitive advantages.