Globalization and integration of the world market leads to internationalization of retail and overall trade. At the turn of the century, internationalization has become a widespread retail phenomenon. Thus, it has become a permanent and inevitable process. Internationalization of trade, especially retail, covers a large number of countries, but with varying intensity. The subject of this work is the achieved level of internationalization of trade, especially retail, on the markets of the

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... c of Croatia and the Republic of Serbia. Arguments for the selection of these countries are numerous. One of them is the fact that both countries originated from the former Yugoslav federation. At the same time, Croatia is the newest member of the European Union (as of 1 July 2013), and Serbia signed the Stabilization and Association Process, and is on the way of opening membership negotiations. For these reasons, Croatian experience can serve Serbia as a landmark in the implementation of activities in the segment of trade and its internationalization. The paper aims at mapping Serbian activities in the process of further internationalization of retail.