engleski

Analysis of Retailer Web Sites with Microeconomic Interpretation

The competition in the Croatian retailing business is on its peak, but is vague when it is going to settle. This situation is a great field for new market opportunities and finding new niches might be of a crucial importance. Leaders and followers switched their places, as well as the CEOs and marketing policies. Although the fight with the prices is still very important, its detrimental effect on the profits attracts retailers to differentiate their products by several means, one of which may be the e-retailing. Even though it accounts for a certain share of the sales in the World, it is yet to be set in Croatia. The speed of the implementation of broadband connections and new companies on the communications market decreased the price and increased the accessibility of the Internet. It is now on the retailing companies to recognize this opportunity and occupy this newly created area of business. The comparison between 18 greatest retailers in Croatia and in the World, using the previously devised Web-metric and methods, brought the following conclusions: Only one company offers a possibility of e-purchase, and many have only the basic information on their web site. However there is some connection between the size of a company and its web site development level. Companies should invest their web sites and develop an e-sales point, including online shops, Web site maintenance, Web design, and user-friendliness, as well as in the measurement of the e-activities. Multimedia content should not be forgotten since it is what makes a site recognizable

Web sites ; Retailers ; Web metrics ; Croatian retail market ; Market congestion ; Competitive market ; Retailing market analysis ; E-purchase ; Web shop

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