Digitalization plays an important role in the success of all businesses on the market, especially retail businesses, which was particularly evident during the Covid-19 pandemic when many of them were forced to digitalize in order to ensure the continuation of business. Given the changes in consumer habits the adaptation of retail businesses to the new digital age is crucial for their success and further development, and sometimes their survival. For the implementation of digitalization it is important that the company is familiar with the concept of digitalization and the implementation of technological innovations, as well as understanding the digital advantages that modern technology enables. The research is based on understanding the importance of applying technological innovations in retail companies. Initially, the theoretical explanations of the terms and processes of digital entrepreneurship are presented, as well as the nature of the operations of retail companies in order to make it easier to understand the empirical research which is about understanding the importance and ways of implementing digitalization in retail companies, which was conducted on a sample of 55 companies.