Increasing competition in the market leads to the search for tools to influence consumer choice. The dynamism of customers’ requirements, their taste preferences and ways of communicating with suppliers is a source of continuous development companies. The digital business environment is formed under the influence of the intensity and speed of implementation of automated solutions in the company’s activities and setting up a mechanism for interaction with stakeholders. There is a surge of interest in developing technological solutions based on digital technologies. Companies that use such solutions evaluate the effectiveness of their investments. Investment activity is based on maintaining a balance between the impact of technology on operational activities in the present and ensuring the preservation of market positions in the strategic perspective. There is a research hypothesis about the impact of technology implementation in the company’s activities on its performance in the market. Diagnostics was carried out on the example of the leaders of the Russian retail market. Technologies that were tested in the company have been identified, the dynamics of business indicators have been studied, and expert assessments of an analytical company’s specialist on the factors influencing the introduction of technologies have been analyzed.