The competitive risk is valid for every company, from the giant ones, to the smallest ones, barely known. In the digital age, everything changes very quickly, working methods are renewed or adapted, marketing strategies, market approach and, in order to meet the ever-changing requirements of customers and competitors, every company must take certain risks, to predict certain results and develop continuously. The article is a theoretical approach, which highlights the competitive risks in the digital age that some companies have faced and faced bankruptcy or, in fact, made them better, stronger, more innovative and competitive. The article provides an overview of the nowadays competitive risks caused by technology and techniques and tools used by large and successful companies that have remained at the top despite fierce competition. Some recommendations are also mentioned in order to be able to face the competitive risks. Key words: digital environment, competitive risk, company, strategy.