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Internet commerce has experienced a major growth in the EU and Republic of Croatia during the last decades: it is a product of a digital age and because of its ease of use and low cost, it has become available to a large number of companies and individual buyers with a growing tendency. Internet commerce focuses on customer requirements, creates new business models, simplifies the sales-purchasing process, and as a result of globalization, provides a huge market. The EU has recognized the importance and profitability of the Internet trade, therefore is has adopted a legal framework, strategy and operational objectives for its further development. This paper presents and analyzes the growth of Internet commerce and its application in individual member states through the use of the Eurostat data. In this paper, we’ve approached to the concept and advantages of Internet commerce, and we’ve shown and analyzed the B2C e-trade in the EU and Republic of Croatia, i.e. its market segments and the behaviour of its consumers. The research results have shown the high growth of Internet commerce in the EU, prospects of further development, and a market segment that mostly have been using Internet commerce is the active and highly educated population.

BUSINESS TO CUSTOMER (B2C) E – COMMERCE IN EU AND REPUBLIC OF CROATIA