The purpose of research is to analyse and evaluate opportunities of using relationship marketing in online trading. The objectives of research are to analyse scientific literature on the topic, to conduct a relationship marketing research, to make the internet trade industry analysis, to evaluate opportunities of using relationship marketing in online trading. The methods of research are: theoretical analysis of scientific literature, experts’ survey and its statistical analysis. In the course of time it becomes necessary to have long-term relationships between businesses and consumers. Many companies want not only to sell their products to the consumer just once, but also to make up a new relationship with them, to increase the level of loyalty to the company and its products in future. Therefore, it is necessary not only to "create" consumer`s base, but also to work to encourage consumers to re-purchase products. This means that there is a necessity in two-sided communication or relationship marketing. The suitable environment for relationship marketing is online trading market, where communication is much faster and easier than in real life, and which influences the effectiveness of communication. In the EU digital market consumers also search for solutions to purchase as effective as it is possible. The author's research shows that online trading companies use relationship marketing in their activities. The research results can be used in practice, which will help online trading industry, especially in the EU digital market, to communicate more efficiently with their customers, and use the existing databases more efficiently. DOI: http://dx.doi.org/10.5755/j01.eis.0.10.14605

中文翻译：

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关系营销的机会：欧盟数字市场的方面

研究的目的是分析和评估在在线交易中使用关系营销的机会。研究的目的是分析有关该主题的科学文献，进行关系营销研究，进行互联网贸易行业分析，评估在在线交易中使用关系营销的机会。研究方法有：科学文献的理论分析，专家调查及其统计分析。随着时间的流逝，有必要在企业和消费者之间建立长期的关系。许多公司不仅希望将其产品一次出售给消费者，而且还希望与他们建立新的关系，以提高对公司及其产品的忠诚度。因此，不仅有必要“创造” 消费者的基础，也要努力鼓励消费者重新购买产品。这意味着必须进行双向交流或关系营销。关系营销的合适环境是在线交易市场，在线交流比现实生活中的交流更快，更容易，并且会影响交流的有效性。在欧盟数字市场中，消费者还寻求尽可能有效的购买解决方案。作者的研究表明，在线贸易公司在其活动中使用关系营销。研究结果可在实践中使用，这将帮助在线交易行业（尤其是在欧盟数字市场中）与客户进行更有效的通信，并更有效地使用现有数据库。DOI：http：//dx.doi.org/10.5755/j01.eis.0.10。