Digitalization and and digital transformation are leading business modifications in the corporate world as they set new Internet-based technologies with consequences for society. The subject of this paper is to explain the effect of the implementation of digitalization and the usefulness of implementing technological innovations in the business of a retail company, providing an insight into the significance of the development of digital entrepreneurship, using the example of the company Gavranović. The digital technologies used in the Gavranović company, as well as in competing retail companies, are presented and explained in order to provide a better insight into the advantages brought by the digital transformation of business. The contribution of this work is reflected in the importance of applying digital technology in retail business in order to gain a competitive advantage, the favor of customers, but also to maintain a market position. The aim of this paper is to show the changes that occur in the business operations of companies, which are caused by digitalization, with special reference to the business operations of companies in the retail sector. New technological developments and innovations have led to significant changes in all industrial sectors and are changing the structure of business. As a result, companies face new challenges of technology and the opportunities it provides. Digital technologies became the main factor in the economic success and survival of companies in the global business environment, and technology is a key factor in the current and future operations of the retail sector.