In the trade business, the established rule is that without marketing there are no customers, and without customers there are no sales. Therefore, the need for marketing development arose as a result of the development of consumer society. We are witnessing that the modern business environment is marked by intense and frequent changes that pose new challenges to companies. Such an environment also requires the creation of marketing instruments which will optimally adapt companies to the requirements and characteristics of the target market. Marketing mix in commerce is the process of creating and mediating in systematic interaction of trading companies with their customers. During the dominance of manufacturing activities, the standard concept of marketing mix was established - 4P, which consists of: product, price, promotion and distribution. In modern conditions of marketing and market orientation of traders, 7P model is increasingly being used, which in addition to the above four elements, takes into account people, service processes and the physical environment for achieving satisfaction and loyalty of end consumers. Integrated Marketing Communication (IMC) trading companies seek to optimize their communication elements with the goal of maximizing communication effects with consumers. The development of information and communication technologies has led to the use of new, modern ways of conducting interactive marketing and creating added value for customers. Through modern marketing instruments, trading companies today can successfully segment the market and target their target segment. The aim of this paper is to present and analyze the instruments of the marketing mix in modern trade business. The primary source of data in the preparation of this paper is an online survey conducted to examine the attitudes of customers of trade companies "Lidl" and "Plodine". As a secondary source of data, textbooks and scientific and professional papers listed in the bibliography were used. Based on the theoretical processing of the topic and gathering information directly from the market, it can be concluded that the modern business environment is characterized by strong and frequent changes that create new challenges for trading companies, long-term survival and success seek modern marketing solutions.