Practice shows that while traditional retail sales are declining, the e-commerce market has been continuously growing since 2007. The effectiveness of this distribution channel depends on the chain of related delivery business processes from the supplier to the final buyer. Without proper coordination of these processes, it is difficult to ensure the efficiency of retail trade. End-to-end retail processes are built on the integrated interaction of information systems (IS), big data technologies, the Internet of things (IoT) and new technologies. This article provides an overview of the e-commerce market, the role of information technology (IT) in it, the practice of using IT in the channels of servicing and distributing goods, and current customer requirements for reseller services. Based on the data obtained on the existing IT architecture management practices, the necessity of developing reference models for retail enterprises is substantiated.