ІНТЕГРАЦІЯ ПРИНЦИПІВ ЦИРКУЛЯРНОЇ ЕКОНОМІКИ У СТРАТЕГІЇ ЗБУТУ ПІДПРИЄМСТВ ОПТОВОЇ ТОРГІВЛІ, INTEGRATION OF CIRCULAR ECONOMY PRINCIPLES INTO THE SALES STRATEGIES OF WHOLESALE TRADE ENTERPRISES

<jats:p>The article substantiates the directions and tools for integrating circular economy principles into the sales and distribution strategies of wholesale trade enterprises in the context of the transition from a linear to a closed-loop model of economic activity. The relevance of the topic stems from the contradiction between the strategic potential of the wholesale tier as a node for closing material loops and the lack of holistic methodological approaches to circularising distribution at this very stage of the value chain, while most studies remain focused on production or retail. It is shown that the wholesaler, owing to the concentration of commodity, warehousing and transport flows and the business-to-business nature of its interactions, is a natural yet underused node for closing material cycles. Based on the generalisation of peer-reviewed scientific literature, industry reports and corporate cases, the study systematises the R-strategies and identifies the directions of their application at the distribution stage: reverse logistics and return systems, returnable and reusable packaging, product-service systems, digital redistribution and traceability platforms, circular assortment management, and business-to-business green marketing supported by behavioural nudges. Three functional positions of the wholesaler within a closed loop are distinguished – a reverse-collection hub, a refurbishment coordinator and a broker of secondary resources. An adaptation of the marketing mix (7P) to circular distribution is proposed, transforming circularity from a declaration into an operational characteristic of sales activity, and a set of indicators integrating circular metrics into managerial accounting is outlined. The barriers (investment, regulatory and behavioural) and the success factors of integration are summarised with regard to the Ukrainian context of post-war recovery and European integration. It is substantiated that the circularisation of distribution transforms the wholesale enterprise from a passive intermediary into an orchestrator of closed value-creation loops, while a sound choice of a circular sales strategy becomes a stand-alone source of competitive advantage and financial sustainability. The results are of applied value for wholesale trade enterprises of Ukraine and outline the prospects for further empirical research.</jats:p>