Social networks provide an excellent opportunity for internet advertising and promotion in order to improve business operations. The aim of this paper is to demonstrate the possibility of adequate use of social networks for the establishment, expansion and quality functioning of companies in the area of online trading. Subsequently, the paper presents a concept, a PHP-based web application, used by large trading systems, which is designed and adapted for use in small companies in their everyday operation. Finally, all measures for improving the existing system are presented using a specific case study, through integration with systems owned by company's permanent suppliers, in order to save time and increase the accuracy of procurement, which takes place on a weekly basis. ApstraktDruštvene mreže pružaju odličnu priliku za oglašavanje i promociju, u cilju poboljšanja kvaliteta poslovanja. Cilj ovog rada je da se demonstrira mogućnost adekvatne upotrebe društvenih mreža za uspostavljanje, proširenje i kvalitetno funkcionisanje preduzeća, u oblasti elektronske trgovine. Kasnije, u radu je predstavljane koncept, koji je baziran na PHP-web aplikaciji, koju koriste veliki trgovački sistemi, a koji je dizajniran i prilagođen za korišćenje u manjim kompanijama, kao pomoć u njihovom svakodnevnom radu. Na kraju, sve mere za poboljšanje postojećeg sistema su prezentovane korišćenjem specifične studije slučaja, kroz integraciju sa sistemima, u vlasništvu stalnih dobavljača kompanije.

Entrepreneurial ecosystems are the main driver of the widespread trend of digitalization, and they open opportunities for the advancement of the digital economy. The digital economy makes its progress through innovative enterprises that can ensure global progress. In order to effectively use the opportunities that open up the process of digitalization, information is needed on how much the Republic of Serbia is able to support the process of discovering entrepreneurship, which is stimulated by digitalization, which is the subject of this paper. The aim of this paper is to analyze the digital entrepreneurial system of the Republic of Serbia, as well as to identify indicators that hinder the development of this system, using appropriate instruments and methods that will be presented in detail in the paper. The results have demonstrated that the starting point for improvement of the digital entrepreneurial system is in the field of finance, with a particular focus on companies in the startup and stand-up phases. Furthermore, a comparative analysis will showcase the digital entrepreneurial system of the Republic of Serbia and the member states of the European Union, where it will be seen that the digital entrepreneurial system of the Republic of Serbia is lagging behind the member states of the European Union in its growth and development. The results will serve as the starting point for policymakers to improve the process of digitalization and the digital entrepreneurial system as a whole. The results show the starting point for the improvement of entrepreneurship in the Republic of Serbia, that is, how small, and medium-sized enterprises can be encouraged on the path to their successful management.

The entrepreneurial ecosystem is becoming a phenomenon that is increasingly becoming the subject of research by researchers whose field of interest is precisely entrepreneurship. What researchers in the field are encountering is a certain gap in the literature that exists, which arose as a result of interpreting the entrepreneurial ecosystem from different aspects. While certain researchers view the entrepreneurial ecosystem as a context of entrepreneurship, as a regional innovation system or as an entrepreneurial environment, on the other hand the authors view it as an entrepreneurial process that follows high growth or as a business ecosystem. This paper aims to show the impact that the entrepreneurial ecosystem has on the initiation and development of innovations, and therefore on the entrepreneurial process, as one of the most important influences on the growth and development of the economy of each country.

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