Eureka! Institutional Repository

Internationalization and globalization of the market in the Republic of Serbia leads to the expansion of multichannel commerce. The penetration of multi-channel commerce, with the increasing application of information and communication technologies, creates new ways of competing on the global market. The commerce in our country, through multi-channel interactivity “one-to-one”, provides a better communication with the consumer. With the development of interactivity, multi-channel commerce generates an adequate offer for each individual customer. The new communication policy of interactivity, the consumer independently decides about offer on electronic global market. The assumption for this way of communication is the willingness of consumers to disclose their identity. Consumers are, in essence, multi-channel oriented with many demands, where successful conception of development in the Republic of Serbia should include a multichannel required in order to establish successfully the connection and cooperation between participants in the marketing channel. Electronic commerce is a crucial factor of expansion of multi-channel marketing, especially in retail. The fact that the Internet in total retail sale accounts for about 10% and mobile commerce near to 20%, has a significant impact on the overall sale on the global market. The direction of creating and development of commerce organizational structure in the Republic of Serbia is focused on further expansion of the multi-channel marketing system.