Analiza elektronske maloprodaje u zemljama Dunavskog regiona

Abstract

This paper investigated the role and importance of e-retailing in traditional marketing channels in the selected countries of the Danube region. The main aim of the research was to highlight the economic benefits of e-retailing in traditional retail institutions analyzing the revenue from the sale of e-retailing in traditional retailers' business and representation of e-retailing "click and brick" in the group of largest e-retailers. The core idea of this paper was to empirically evaluate if the e-retailing implementation is in correlation with business profit, origin and specific form of a retailer. In this context, the study was conducted using the volume of sales revenue, the origin of retailer and form of the retail outlet, as independent variables based on which a volume of e-retailing presence as the dependent variable is evaluated. This study eliminates retailer's sales revenue as a statistically significant indicator which influences the implementation of e-retailing. On the other hand, the findings show that foreign retailers significantly less likely to implement e-retailing than domestic retailers when analyzing all countries in the region. When it comes to retailing formats, results suggest that retailers with retail format shopping centres and kiosks don't have e-retailing. All remaining retail formats have e-retailing. This paper formulates practical suggestions for further using of e-retailing in Danube region countries' marketing channels.