Impact of digitalization on competition in Bulgarian retailing

The development of electronization and the digitization of trade operations at a rapid pace change business models, the relationships between market participants and, on that basis, the way in which competition works. In order to respond to the obsessive behavior of consumers, "pure brick and mortal" retailers are gradually borrowing characteristics from e-retailers and vice versa, which leads to the expansion of hybrid forms. The growing interaction between online and offline marketplaces poses new issues and requirements to change competition policy. The aim of the article is to study the impact of electronization and digitalization on competition in the retail trade in Bulgaria on the basis of a theoretical and descriptive analysis.