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COMPETITIVE STRUCTURE OF ELECTRONIC RETAILING IN BULGARIA
Abstract
The purpose of this paper is to study the change in the competitive structure of electronic retailing (e-retailing) compared to traditional trade and to reveal the processes of their mutual influence. The development of two main indicators for assessing the intensity of competition - market growth and concentration is investigated, based on which is compared the dynamics of the competitive structure of e-commerce retail with that of traditional trade. For the purpose of the analysis data from the National Statistical Institute of Bulgaria and Euromonitor were used. The survey found that during the period under review the growth rates and level of concentration of retail e-commerce in Bulgaria were significantly higher than those in traditional trade. The group of four companies with the largest market share in retail e-commerce also includes ones who have started their business with building physical stores and continuing to use them. The results of the study support the hypothesis of the mutual penetration of different forms of retil sale and the creation of a omnichannel distribution using different communication tools in the decision making process for purchases.
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