E-commerce: The case of Croatia

Electronic commerce (e-commerce) is a modern trade form, one represented with increased frequency both globally and within Croatia. When compared to the other Western countries, the role of e-commerce within Croatia is severely lacking, due to the ever-present traditional purchasing behaviour, founded on the need to physically examine the products before acquiring them. Overall, the degree of e-commerce has expanded for a number of industries, namely the ones dealing with electronics, automobiles, clothing, footwear, food, tourism and tourism-related products. Within the food industry, the delivery of goods to a particular home address is often carried out by the nearest distribution centre, which utilises its own means of transport. As an example of e-commerce, the service provided by Konzum is considered, showing that e-commerce activities require significant technological proficiency and expenditures, with an e-commerce prerequisite essentially being a well-developed inventory management system, so the employed automatization process tracks the expiration dates and stock quantities. Creating and maintaining this complex system presents a great challenge for businesses aiming to employ core e-commerce principles.