University of Niš, Faculty of Economics, Niš, Serbia

University of Niš, Faculty of Economics, Niš, Serbia

Master studies, University of Niš, Faculty of Economics, Niš, Serbia


In modern conditions, when the Internet has reached the peak of its development and application., and enabled efficient and fast communication, the world is facing a series of changes that require adaptation to new circumstances. The road to a new digital-Internet economy is opening up. There is a digital transformation of the economy (trade) and society as a whole. Industry 4.0, artificial intelligence, "fight" robots-cashiers, buy-sell on "Click", virtual trade, mobile platforms, e-money, lead to a turnaround in creating a new model of competitive advantage of trade in the conditions of "new-Web-Internet- digital "economy. It all takes place on a digital platform. It is negotiated, sold-bought, on a virtual platform, without the participants being seen. The World Bank predicts that 1/3 of traditional occupations will disappear by 2030, while the "Silicon Valley" oligarchy predicts that in 2050 the human brain ("identity-thinking entity") will be stored in a “klaud” environment. Physical-psychosociological- "material" and other recognizability of today's man, economy and society as a whole will be formatted in the form of a "digital" record. Therefore, futurists predict a new initiation of society as a whole on a new path of humanity: HUMANITY 2.0. The aim of this paper is to show the way trade works in the age of everyday changes on a global level. The expected results of this paper are to provide adequate information on the functioning of trade in the conditions of digital transformation, to present new models of society, humanity, economy-trade, better known in the futurist vision as "Digital format of new society, humanity and man-as a mosaic of harmonized details".


Full Text


Ćirić, M., Ilić, D., Ignjatijević S., Brkanlić, S., (2020), “Consumer behaviour in online shopping organic food during the COVID-19 pandemic in Serbia“, Journal of the Institute of Food Technology, Vol. 47(2), Pp. 149-158. Preuzeto 11. aprila sa sajta:

Ćuzović, Đ., Sokolov-Mladenović, S., (2014), Globalizacija i digitalna ekonomija, Sinteza 2014-Uticaj interneta na poslovanje u Srbiji, Univerzitet Singidunum, Beograd, pp 143-147

Ćuzović, S., Ivanović P., (2017) Inovacije u trgovinskom menadžmentu, Ekonomski fakultet, Niš

Ćuzović, S., Labović, B., (2019) Elektronska trgovina u svetlu četvrte elektronske industrije, Novi Ekonomist 25(3), pp 22-29

Ćuzović, S., Sokolov-Mladenović, S., Ćuzović, Đ.(2018), Elektronska trgovina(principi, struktura, razvoj), Ekonomski fakultet Niš, Niš

Džejmi Bartlet (2016), Darknet-U digitalnom podzemlju, Laguna

Gao X., Shi, X., (2020), “To buy or not to buy food online: The impact of the COVID-19 epidemic on the adoption of e-commerce in China “, PLoS One, Vol. 15(8). Preuzeto 15. aprila sa sajta:

Ivanović, Đ., Simović V.(2019) Društvena trgovina kao alternativa „klasičnoj“ elektronskoj trgovini, Zbornik radova 3. međunarodne naučno-stručne konferencije, Pirot

Keze Kristof (2016), Silicijumska dolina, Laguna

Laudon, K.C., Traver, C.G.,(2002) E-Commerce Business Technology Society, Addison, Wesley

Mehta, S., Saxena, T., Purohit, N. (2020). The New Consumer Behaviour Paradigm amid COVID-19: Permanent or Transient?, Journal of Health Management 22(2), pp 291-301

OECD. (2004). Science and Technology Statistic Portal. Raspoloživo na:

Pillai, R.S. (2020), Covid 19 - A Booster for Digital Transformation!!, Preuzeto 10. aprila sa sajta :

Privredna komora Srbije:

Republički zavod za statistiku (2020). Upotrebi informaciono komunikacionih tehnologija u Republici Srbiji 2020: Preuzeto 09.Aprila sa sajta:

Srivastava, R. and Bagale, G.S. (2019), “Review of shift from commerce to e-commerce in India”, International Journal of Advance and Innovative Research, Vol 6(1), Pp. 305- 309.

Stankić, R., (2009) Elektronsko poslovanje, Ekonomski fakultet Beograd, Beograd

Susmitha, K. (2021), “Impact of COVID-19 on E-Commerce”, Journal of Interdisciplinary Cycle Research, Vol 12(9), Pp. 1161-1165.

Turban, E., McLean, E., & Wetherbe, J. (2004). Information Technology for Management: Transforming Organizations in the Digital Economy, New York: Wiley

Turban, E., McLean, E., Wetherbe, J.,( 2003) Informaciona tehnologija za menadžment (Transformisanje poslovanja u digitalnu ekonomiju), Zavod za udžbenike i nastavna sredstva, Beograd