This thesis analyzes the retail structure of the city of Samobor, focusing on the characteristics and distribution of various retail formats. The study examines the impact of consumer preferences, competition, and new retail forms on the traditional retail landscape. Through empirical research, the thesis aims to provide insights into the current state and future development of Samobor’s retail sector, highlighting factors that influence the success of different retail formats. By analyzing data collected through field research and secondary sources, the study also considers how global trends and local specificities shape the retail offering. The conclusions of the thesis can serve as guidelines for retailers and decision-makers in planning and developing retail strategies that will enhance competitive advantage and consumer satisfaction. Special attention is given to the analysis of the impact of digitalization and e-commerce on traditional retail formats, as well as the possibilities of integrating new technologies into the retail sector. The thesis also explores the role of the local community and consumer habits in shaping the retail offering, and proposes strategies for adapting retail formats to changing market conditions.