The impact of digitalization on business of retail enterprise

Digitalizacija ima važnu ulogu u uspješnost poslovanja svih poduzeća na tržištu, a posebice maloprodajnih poduzeća što je osobito došlo do izražaja u doba pandemije Covid-19 kada su se mnoga od njih bila prisiljena digitalizirati kako bi osigurala nastavak poslovanja. S obzirom na promjene u navikama potrošača, prilagodba maloprodajnih poduzeća novom digitalnom dobu je ključna za njihov uspjeh i daljnji razvoj, a ponekad i njihov opstanak. Za provedbu digitalizacije je važna upoznatost poduzeća s konceptom digitalizacije i provedbom tehnoloških inovacija kao i razumijevanje digitalnih prednosti koje suvremena tehnologija omogućava. Rad se bazira na razumijevanju važnosti primjene tehnoloških inovacija u maloprodajnim poduzećima. Prvotno se iznose teorijska objašnjenja termina i procesa digitalnog poduzetništva te se objašnjava priroda poslovanja maloprodajnih poduzeća kako bi se lakše razumjelo empirijsko istraživanje razumijevanja važnosti i načina provedbe digitalizacije u maloprodajnim poduzećima koje je provedeno na uzorku od 55 poduzeća.Digitalization plays an important role in the success of all businesses on the market, especially retail businesses, which was particularly evident during the Covid-19 pandemic when many of them were forced to digitalize in order to ensure the continuation of business. Given the changes in consumer habits the adaptation of retail businesses to the new digital age is crucial for their success and further development, and sometimes their survival. For the implementation of digitalization it is important that the company is familiar with the concept of digitalization and the implementation of technological innovations, as well as understanding the digital advantages that modern technology enables. The research is based on understanding the importance of applying technological innovations in retail companies. Initially, the theoretical explanations of the terms and processes of digital entrepreneurship are presented, as well as the nature of the operations of retail companies in order to make it easier to understand the empirical research which is about understanding the importance and ways of implementing digitalization in retail companies, which was conducted on a sample of 55 companies