In today’s competitive business environment, evaluating the social media and digital marketing techniques used by retailers in Croatia and Jordan is critical for understanding their goals, objectives and effectiveness. The purpose of this study is to give a full understanding of how retailers in both countries utilize social media and digital marketing into their strategies. Retailers in Croatia and Jordan interact with their targeted audience, enhance brand image and drive sales by employing multiple platforms such as Facebook, Tiktok, Instagram and twitter. The research dives at the specific aims that the retailers in each country strive for, such as brand image, increasing customer involvement, increasing traffic. Retailers, on the other hand, face multiple barriers in adopting social media and digital marketing. Limited resources, economics restrictions, and lack of experience are important barriers in Croatia and Jordan. Furthermore, businesses in both countries encounter significant obstacles in evaluating the return of investment (ROI) of social media and digital marketing activities and managing online interactions with the customers. Despite these obstacles, the finding provides the successful outcomes of retailer’s social media and digital marketing efforts. Which lead to techniques that can result in greater customer interaction, brand awareness, and sales growth. This study is useful for retailers, marketing experts, and legislatures in Croatia and Jordan. Retailers may take advantage of the opportunities of social media and digital marketing to promote business development, fulfill customer expectations, and achieve success in the unpredictable retail marketplaces of Croatia and Jordan by enhancing their tactics and overcoming the challenges.