engleski

Microeconomic analysis of the retailers’ Web sites

The competition in the Croatian retailing business is still fierce and leaders and followers changed their places dynamically during the past 5 years. 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. However, the recent development of the broadband Internet connections speeded it up. Since it is still in the beginning of its growth, we investigate how Croatian retailers struggle with this kind of business, as compared to the World ones. We took 18 greatest retailers’ Web sites in Croatia and 18 in the World, comparing the obtained data using the previously devised Web- metric and methods. The results show there are many unused opportunities to increase activities in Croatian e-retailing business, showing only 1 company offers the possibility of e-purchase. Hence companies should invest more in the creation of the online shops, in the Web site maintenance, Web design, and user- friendliness, as well as in the measurement of the e-activities. They should invest in the multimedia, and use the opportunity to promote through their Web activities.

Web sites ; Retailers ; Evaluation ; Croatian retail market ; Competition ; Competitive market ; Retailing market analysis ; Competition ; Web shop

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