| Abstract | Tema rada jest digitalna trgovina koja se odnosi na kupoprodaju proizvoda i usluga putem digitalnih platformi. Digitalna trgovina uključuje različite aspekte poslovanja, poput online prodaje, digitalnog marketinga i upravljanja odnosima s kupcima. Pojava interneta donijela je značajne promjene u načinu poslovanja, a digitalna trgovina, kao jedan od novih modaliteta, utječe ne samo na poduzeća, već i na cjelokupno gospodarstvo, stvarajući prilike za inovacije. Posebna pažnja u radu posvećena je utjecaju digitalne trgovine na konkurentnost poduzeća i globalnu ekonomiju. Digitalna trgovina omogućuje brži pristup tržištima i smanjuje transakcijske troškove, no također postavlja izazove poput zaštite podataka i sigurnosti online transakcija. U Hrvatskoj, digitalna trgovina još uvijek raste, a predmetno istraživanje razmatra potencijal za daljnji razvoj te kako se hrvatska poduzeća mogu prilagoditi promjenama. Pojašnjen je koncept digitalne transformacije, uvjeti za uspješnu provedbu iste te je dodatno pojašnjeno što je digitalizacija i njen utjecaj na poslovanje. Nakon toga, u radu se analizira digitalna trgovina i njen povijesni razvoj, ključne značajke, operativni procesi, funkcije, modeli te prednosti i izazovi iste. U dijelu analize razvoja digitalne trgovine u Europskoj uniji i u Hrvatskoj daje se pregled stanja primjene digitalne trgovine u globalnom kontekstu, potom slijedi analiza stanja digitalne trgovine u Europskoj uniji te konačno, u Hrvatskoj. Rad završava zaključkom. |
| Abstract (english) | The topic of the work is digital trade, which refers to the purchase and sale of products and services through digital platforms. Digital commerce includes various aspects of business, such as online sales, digital marketing and customer relationship management. The emergence of the Internet has brought significant changes in the way of doing business, and digital trade, as one of the new modalities, affects not only companies, but also the entire economy, creating opportunities for innovation. Special attention in the paper is devoted to the influence of digital trade on the competitiveness of companies and the global economy. Digital commerce enables faster access to markets and lowers transaction costs, but also poses challenges such as data protection and security of online transactions. In Croatia, digital commerce is still growing, and the subject research considers the potential for further development and how Croatian companies can adapt to the changes. The concept of digital transformation, the conditions for its successful implementation were explained, and what digitalization is and its impact on business were additionally explained. After that, the paper analyzes digital commerce and its historical development, key features, operational processes, functions, models, and its advantages and challenges. In the part of the analysis of the development of digital trade in the European Union and in Croatia, an overview of the state of application of digital trade in the global context is given, followed by an analysis of the state of digital trade in the European Union and finally, in Croatia. The paper ends with a conclusion. |
