Sandra Mrvica Mađarac
Polytechnic Veleučilište „Lavoslav Ružička“ Vukovar, Županijska 50, Vukovar, Croatia
Marina Piroš
Oaza, d.o.o., Croatia

3rd International Scientific Conference – EMAN 2019 – Economics and Management: How to Cope With Disrupted Times, Ljubljana – Slovenia, March 28, 2019, CONFERENCE PROCEEDINGS published by: Association of Economists and Managers of the Balkans, Belgrade, Serbia; Faculty of Management Koper, Slovenia; Doba Business School – Maribor, Slovenia; Integrated Business Faculty –  Skopje, Macedonia; Faculty of Management – Zajecar, Serbia, ISBN 978-86-80194-17-2, ISSN 2683-4510


Internet commerce has experienced a major growth in the EU and Republic of Croatia during the last decades: it is a product of a digital age and because of its ease of use and low cost, it has become available to a large number of companies and individual buyers with a growing tendency.
Internet commerce focuses on customer requirements, creates new business models, simplifies the sales-purchasing process, and as a result of globalization, provides a huge market. The EU has recognized the importance and profitability of the Internet trade, therefore is has adopted a legal framework, strategy and operational objectives for its further development. This paper presents and analyzes the growth of Internet commerce and its application in individual member states through the use of the Eurostat data. In this paper, we’ve approached to the concept and advantages of Internet commerce, and we’ve shown and analyzed the B2C e-trade in the EU and Republic of Croatia, i.e. its market segments and the behaviour of its consumers. The research results have shown the high growth of Internet commerce in the EU, prospects of further development, and a market segment that mostly have been using Internet commerce is the active and highly educated population.


Internet commerce, B2C e-trade, EU, Republic of Croatia


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