The article is devoted to the issues of effective interaction of the consumer market entities in the light of digital economy development. Digitalization of priority sectors of the economy and social sphere, including construction, healthcare, education, industry, agriculture, transport and energy infrastructure, financial services, requires a qualitative review of the mechanism of interaction between market actors and the establishment of fundamentally new tools for regulating relations. In modern conditions, the structure and volume of the consumer market largely depend on both the organization of the retail business and the demand structure of the solvent population in a particular region. The opportunities of the digital economy are changing the consumers’ habits. The priority is the relationship of sellers and buyers over the Internet, where each participant is ready to share his personal data, communicate with other participants, participate in various marketing programs aimed at stimulating demand. The goal of the sellers is to consolidate the maximum possible information about their customers, which allows them to predict their behavior, loyalty and trust in the products. The digitalization of the consumer market dictates new rules of the game and requires maximum personalization in the interaction of subjects where the consumer and seller independently choose the channel of communication with each other. Due to the possibility to model any type of product within the digital economy tools, the importance of an individual approach to product formation increases. It is necessary to further develop the scientific methodology for the functioning of the digital economy within the global economic system of the consumer market, ensuring the interaction of the state, large and medium-sized producers, households for the economy to move in the direction of growth not only of the main indicators, but also the harmonious development of society.