The purpose of this paper is a closer analysis of the retail electricity market, with an emphasis on household customers. This paper will present the advantages and disadvantages of individual suppliers who place their services on the Croatian market. Basic terms related to electricity supply will be clarified, such as terms related to tariff items, universal and guaranteed supply, market competition, but also those terms that are most interesting to the end customer when choosing their supplier, such as items on electricity bills. , statutory fees for renewable energy sources and terms related to tariff models. The aim of this paper is a closer analysis of individual suppliers, an overview of the current situation in the retail electricity market and a more realistic insight into the market situation that can greatly help us in choosing a market supplier. The companies that currently cover the largest number of customers in the Republic of Croatia are HEP Elektra d.o.o. which is also a universal supplier for households and a guaranteed supplier for entrepreneurship, E.ON energija d.o.o. which gained its customers by merging the company RWE Hrvatska d.o.o. to its group, HEP Opskrba d.o.o. which is primarily focused on supplying entrepreneurs with electricity, but also covers a large number of customers from the household category, followed by the companies GEN-i d.o.o. with a slightly smaller share of customers in the electricity market, Other companies supplying electricity have a negligible market share. There are also companies registered to perform supply activities, but they do not currently perform them. The electricity market did not exist until the 1990s. The electricity sector was organized as a monopoly in a certain area. The process of liberalization and opening of the electricity market in the Republic of Croatia began in 2002, and escalated in 2006 when new suppliers appeared. This process of liberalization and market opening was preceded by the process of deregulation of the European Union energy market, all with the intention of increasing efficiency and achieving a relatively lower price for end customers. In order to determine the performance of a particular company, as well as to determine its financial position and future operations, it is very important to approach the analysis of financial statements that the company publishes annually. The data presented in the financial statements are a reflection of the real situation. Looking at prices in the retail electricity market, it can be seen that the price differences are very small, and the savings on an annual basis are low Therefore, customers rarely change suppliers. Universal supply in the Republic of Croatia provided by HEP ELEKTRA d.o.o. in the household category it is the most favorable at the basic price. HEP ELEKTRA d.o.o. is by far the largest supplier in the retail market for households. But when we look at the entrepreneurship category the situation is completely different. For the purposes of this paper, electricity prices for tariff models white (two-tariff) and blue (single-tariff), which make up the majority of households, were analyzed. The same input parameters were taken for all suppliers, but the actions and additional packages offered by each company were not taken into account, which can also affect the customer when choosing their supplier. Based on the obtained data, an analysis of individual suppliers was made and the most favorable supplier was determined. This paper also describes the development of the electricity market throughout history, comparison of the electricity market of the Republic of Croatia with some markets of Member States within the European Union, explains universal supply as a specific activity within the supply industry, analyzes barriers to retail market development, proposed possible measures to encourage the same and proposals for improving the functioning of the retail electricity market in the Republic of Croatia are described.