Trade is a mirror image of all macroeconomic trends of the economy since it is first in contact with consumers, and reflects all the changes in relation to their shopping habits. Before the with the appearance of the crisis, in the years of development and expansion of retail trade, largest retailers grew steadily but with theemergenceof crisis trends in the retail industry are expectedly correlated with overall economic activity. To analyze the impact of the crisis on the profitability of the retail trade, data was collected on the operations of large and medium-sized business entities registered according to NKD classification in groups 47.11 and 47.19. Taking into account the information collected and the results obtained from tests it was concluded that the financial crisis has significantly affected the profitability of the retail trade in the observed period. Market share is a measure of the relative size of the business entity in a market. The higher the market share of a company, the greater is its control over the market, and consequently profitability. The analyzed data show that in the observed period, despite significant share of a single company, concentration on the Croatian market is medium or moderate. Testing has found that companies with higher market share are not significantly more profitable than other medium-sized and large companies in this sector, which is the cause of business policies by biggest companies during the crisis, but also their desire for expansion in the market at the expense of higher profitability.