The article considers ways to use the technology of radio frequency identification of data in retail companies. The author studies the traditional directions of using RFID technology, such as identification of data on the goods carried out at its acceptance, tracking the movement of goods along the supply chain, accounting of commodity units when loading into the vehicle and when picking the order, inventory of the goods. The paper also considers promising, but at the moment little common areas of application of technology in retail: personal digital assistants for managing the placement of goods on the shelves of the store, “smart fitting,” systems for automatic payment of goods and some others. Today, RFID technology can also be used for marketing research, to prevent theft in stores, to organize an improved customer service, to create inventory management systems. The author highlights the advantages received by retailers when applying RFID technology, and the barriers that prevent its active implementation.