trgovina

Trgovina is a term used in several South Slavic languages, notably Croatian, Serbian, Bosnian and Slovenian, with meanings related to commerce and retail. It can denote the activity of buying and selling goods—trade or commerce—and, in everyday speech, a shop or store where goods are sold. Distinctions exist between trgovina na veliko (wholesale) and trgovina na malo (retail). In common usage, the word often refers to a retail shop, while more specialized terms such as prodavnica, radnja, or butik may be used for specific types of stores.

Etymology and usage vary by language, but the root is linked to market and trade concepts found across South Slavic languages. The term encompasses both broad economic activity and individual commercial establishments, depending on context.

Economic scope: Trgovina covers a wide range of commercial activities, including traditional brick-and-mortar stores and modern e-commerce, sometimes referred to as e-trgovina or online trgovina. The sector includes wholesale distributors, retail chains, independent shops, marketplaces, and online platforms. Retailers and wholesalers operate under consumer protection laws, competition regulations, and product safety standards.

History and regional context: Trade has long been central to the economies of the Balkans and surrounding areas, with markets and trade routes connecting diverse regions. In recent decades, trgovina has evolved with retail globalization, digital platforms, and cross-border shopping within Europe, influencing both business models and consumer access.