o:36225 TRENDOVI RAZVOJA TRGOVINE POČETKOM XXI VEKA TRADE DEVELOPMENT TRENDS AT THE BEGINNING OF THE XXI CENTURY sr 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. Ključne reči: trgovina, digitalizacija, održivost, potrošačko iskustvo, konkurentnost Key words: trade, digitalization, sustainability, customer experience, competitiveness 1552099 10.54318/eip.2025.gp.004 1552101 2217-6217 2025-06-04T10:07:25.476Z 44 no 46 Goran Petković Univerzitet u Beogradu Ekonomski fakultet 0000-0001-7304-9751 application/pdf 929083 https://phaidrabg.bg.ac.rs/o:36225 no yes 18 70 1552253 11A03 Ekonomske ideje i praksa 56 54 72 2025