application/pdf 929083 bytes Ključne reči: trgovina, digitalizacija, održivost, potrošačko iskustvo, konkurentnost Key words: trade, digitalization, sustainability, customer experience, competitiveness srp 2025 info:eu-repo/semantics/article Apstrakt. Velike promene u privredi početkom XXI veka imaju svoj odraz na redizajn kanala marketinga i trgovine kao ključne institucije u njima. Samo tržište na kojem trgovina posluje, kupujući i prodajući robu, transformiše se iz poligona konkurencije u platformu za razvoj dugoročnih poslovnih odnosa. Trgovina se digitalizuje, postaje društveno i ekološki odgovorna a sam način prodaje se transformiše iz prodaje vodjene dizajnom u sistemima samousluživanja u prodaju vodjenu veštačkom inteligencijom u elektronskoj trgovini. Radno intenzivna trgovina XX veka u novim uslovima nestašice radne snage postaje tehnološki vodjena trgovina za koju se regrutuju i u kojoj se razvijaju vrhunski talenti i profesionalizam Abstract. Big changes in the economy at the beginning of the 21st century are reflected in the redesign of marketing channels and trade as key institution operating in them. The very market on which the retailers operate, buying and selling goods, is transformed from a arena of competition into a platform for the development of longterm business relationships. Trade is digitized, it becomes socially and environmentally responsible, and the way of sale itself is transformed from design-led sales in selfservice systems to artificial intelligence-led sales in electronic commerce. The laborintensive trade of the 20th century in the new conditions of labor shortage is becoming a technologically driven trade for which top talents and professionalis are recruited and developed. TRENDOVI RAZVOJA TRGOVINE POČETKOM XXI VEKA Petković, Goran http://creativecommons.org/licenses/by-nc-nd/4.0/legalcode https://phaidrabg.bg.ac.rs/o:36225 doi:10.54318/eip.2025.gp.004 ISSN: 2217-6217 Ekonomske ideje i praksa number: 56 startpage: 54 endpage: 72