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The article examines the pressing issue of trade regulation in the food products sector amid the development of omnichannel sales and the growing influence of marketplaces. Special attention is paid to analyzing the restrictions established by trade law regarding agency agreements for retail chains in the context of changed market conditions. The research is based on the results of a sociological survey conducted by ROMIR in 2024, which included in-depth interviews with 18 experts – representatives of supplier companies of various scales. Based on the analysis of the obtained data, the authors identify key factors influencing the choice of sales channels by food producers and evaluate the effectiveness of existing forms of contracting. The article argues that the current ban on the use of agency agreements by retail chains creates unequal regulatory conditions compared to marketplaces. The authors conclude that there is a need to adjust legislation considering the changed forms of sales organization in the food sector. The theoretical significance of the research lies in developing an understanding of the transformation of trading practices in the context of digitalization. The practical value consists in developing recommendations for improving trade regulation, taking into account modern trends in food retail development and the interests of all participants.