First section of paper describes historical development of trade and shopping destinations. Origins of trade go way back in history when exchange and trade of goods were taking place at open public areas with other urban and public functions as well as city activities, like Greek Agora or Roman Forum, whereas today those reached shape of closed areas intended for the trading as well as, through additional services, for the socializing of people. These fully closed and ecologically controlled areas created an environment that integrates different types of stores and services, hospitality, entertainment and cultural facilities, i.e. those created environment of the small city where people shop, eat and have fun. Development of shopping center markets became growing trend in both global and our local environment which is the reason why second section of the paper provides review of key determinations that need to be taken into account in planning and creating contemporary shopping center. Five key factors are identified: market research of potential buyers, location and availability, competition, size and design of the center and tenant mix. There have been examples in practice where shopping center projects ended as unsuccessful exactly because all relevant factors were not taken into account in their planning process, thus this paper aims to describe and present those as simple as possible. Moreover, correlation of those factors is described as well and the emphasis is put on the main idea that only consideration and implementation of all mentioned factors can result in successful and profitable project. Final section of the paper provides example of Portanova shopping center, the biggest regional center of eastern Croatia, located in city of Osijek.