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One of the trends in modern retail business is derived from the requirements of the contemporary customers that can access retailers in several ways. Classic or traditional retailing is one of the ways in which the ordering, delivery and payment take place in the traditional / classical way. Development of electronic technology created precondition that consumers can access retailers electronically. There are retailers on the market which are ranging from traditional to complete online retailers. The largest part of retailers combine a traditional and online businesses. This paper examines the development of key assumptions for the development of online retailing, the importance of online retail and the most common assortments in online retail. The research framework is based on a comparative analysis of business to consumer (B2C) business model in the Republic of Croatia and other countries of the European Union.
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