Due to overall importance special attention is paid to the theoretical and practical analysis of the performance of small independent retailers. Considering that, this paper analyzes the specifics of economic and financial status of trade entrepreneurs, i.e. small independent retailers in Serbia for 2008 - 2012 period. Despite very "complex", i.e. appalling business conditions in Serbia in the last period, the results (of almost all observed indicators) show "relatively" satisfactory economic and financial position of the trade entrepreneurs in Serbia. In total trade operating income in Serbia in 2012 it participated with 3.81%. In order to improve their economic and financial position in the future they should merge (because of joint procurement and other trading activities execution), apply new concepts of cost management (Toyota's principles of business, above all), the concept of managing relationships with customers and suppliers and modern information technology.
trade entrepreneurs Serbia, market share business strategy solvency economy profitability