Economic Themes (2025) 63 (4) 5,
Abstract: Considering its impact on business performance, consumer behavior, and economic development, digitalization is a key driver in the retail sector. This study analyzes the level and effects of digital transformation in the retail sector of the Republic of Serbia. By examining data from the Statistical Yearbook of the Republic of Serbia and the financial and business reports of the seven largest retail chains (Delhaize Serbia, Lidl, Univerexport, AMAN, DIS, Gomex, and Metro Cash & Carry), the study investigates the correlations between the number of stores, employees, the presence of online sales, mobile applications, and loyalty programs, as well as financial indicators (ROS and ROE), and explores the potential impact of digitalization on financial performance. The results indicate that digital transformation in Serbia lags behind that of developed economies. While most chains offer mobile applications and loyalty programs, online sales remain limited. Moreover, despite the growing share of consumers shopping online, the impact of digital tools on financial performance is still low.
Keywords: digitalization; retail; online retail; performance
Abstract: Considering its impact on business performance, consumer behavior, and economic development, digitalization is a key driver in the retail sector. This study analyzes the level and effects of digital transformation in the retail sector of the Republic of Serbia. By examining data from the Statistical Yearbook of the Republic of Serbia and the financial and business reports of the seven largest retail chains (Delhaize Serbia, Lidl, Univerexport, AMAN, DIS, Gomex, and Metro Cash & Carry), the study investigates the correlations between the number of stores, employees, the presence of online sales, mobile applications, and loyalty programs, as well as financial indicators (ROS and ROE), and explores the potential impact of digitalization on financial performance. The results indicate that digital transformation in Serbia lags behind that of developed economies. While most chains offer mobile applications and loyalty programs, online sales remain limited. Moreover, despite the growing share of consumers shopping online, the impact of digital tools on financial performance is still low.
Keywords: digitalization; retail; online retail; performance
