New Trends of Omnichannel Operation in Retail Trade in the Visegrad Countries

Abstract

In the Visegrad countries, online sales increased generally by double-digit growth in the last 5 years. The research examines how the changing processes affected by the pandemic and consequently the macroeconomic environments and the distributors were confined because of the restrictions and lockdown of borders. It is observed that many traders moved toward the direct-to-consumer (DTC) strategy, so one of the research questions is how consumers could use the Internet for satysfing their needs. The pandemic has accelerated the changes in the value chains, and distribution channels, so the paper analyses how companies transformed their commercial models to omnichannel form. One of the other research questions is to determine the strength of the relationship between e-commerce’s gaining ground and the pandemic restriction in Visegrad countries. The role of innovation in the commercial branch, which have resulted in a more effective way, particularly disruptive technologies is stressed.

Keywords

• omnichannel
• e-commerce
• retail
• visegrad group
• disruptive technologies