MARKETPLACE AND RETAIL AS ELEMENTS OF E-BUSINESS: A SUBJECT FIELD REVIEW

In the world of fast-growing technologies, the transition of business to electronic form is an irreversible process. And since the outbreak of COVID-19, the process has gone many times faster. This brought drastic changes in business, for successful promotion, many companies had to look for options for selling goods on the Internet. Many publications on this topic have been published in recent years, so this systematic analysis serves to summarize all previously published articles. We have studied the issue of e-business, the ability of manufacturers to sell their products and the best choice of sales strategy for marketplaces and retail. The search was conducted in the Scopus electronic database. In total, 721 articles were identified, after which, after analyzing everything according to the necessary criteria, we had 30 articles that ideally suited our topic. The thematic synthesis of articles revealed the main problems faced by manufacturers in 2021: restrictions in offline sales, a pandemic-related crisis and a sharp increase in competition on electronic platforms. Many articles talk about the advantages of marketplaces, but a general review revealed that a personal website should also not be forgotten in order to promote a personal brand