The article is aimed at building a conception of transformation of marketing functions of retail trade operators on the basis of innovative economy. It is indicated that in the basis of innovative development of retail trade operators lies the construction of such a marketing model of management, which will facilitate the improvement of efficiency and quality of the services provided. The basic principles and characteristics of the national innovation economy are defined. A conceptual scheme of transformation of marketing functions of the retail trade operators is proposed. The transformation of marketing functions in retail trade with application of the business model by A. Osterwalder is considered. The transformation of marketing activity of retail trade operators is suggested as: transformation of marketing environment; transformation of approaches to management; transformation of marketing technologies in accordance with requirements of the innovative economy. The necessity of development of a business model for implementation of the developed conception is substantiated, the basic functional blocks are presented. The modern marketing instruments are proposed to allow retail trade operators to remain competitive and to look ahead towards the needs of consumers. The basic modern tendencies of transformation of functions of marketing in conditions of innovative development of retail trade are provided.