Bosnia and Herzegovina’s eCommerce landscape: mobile dominance and growing trust among consumers



This article has been provided by Ecommerce Europe’s National Association:  The eCommerce Association of Bosnia and Herzegovina

The eCommerce Association of Bosnia and Herzegovina has unveiled the results of its second comprehensive eCommerce survey, shedding light on pivotal trends that continue to shape the digital marketplace in the country. The findings highlight a notable shift towards mobile-based transactions and an increasing confidence among consumers in online shopping.

Belma Agić, Executive Director of the eCommerce Association, emphasized the survey’s role in providing actionable data: “The results of our research, which are the outcome of months of diligent work and dedication, offer a crucial foundation for strategic planning and advancing the e-commerce landscape in Bosnia and Herzegovina.”

The survey, meticulously conducted with insights from over 1,700 consumers and reaching out to around 1,000 web stores, has been instrumental in understanding consumer behaviors and retailer challenges within the sector. Mobile shopping has shown a dominant presence, with 83.4% of online purchases made via mobile devices. This significant shift underscores the critical importance of mobile-optimized websites and apps, highlighting how essential they are in today’s digital trade strategies for capturing consumer engagement and boosting sales.

Consumer trust in online shopping is on a steady climb, with nearly 60% of participants making between two to five online purchases in the last three months. Furthermore, the segment of ‘intensive users,’ those making more than ten purchases, comprises 7.4% of respondents, highlighting a growing base of frequent e-commerce users. The preference for shopping on domestic websites remains strong at 43.4%. Yet, it’s noteworthy that 20.5% of purchases occur on international websites, revealing a robust interest in the global marketplace. This development underscores the opportunity for international e-commerce platforms to successfully enter and expand within Bosnia and Herzegovina’s market. For global retailers, this is an invitation to extend their operations and cater to an eager and growing consumer segment in the region.

The research also explored payment preferences, noting that 32.8% of shoppers opt for card payments, emphasizing the need for secure and efficient payment systems. The most popularly purchased items include clothing, footwear, household appliances, cosmetics, and books. Recommendations from friends and positive customer reviews have emerged as significant influencers in purchasing decisions, while the impact of social media influencers appears comparatively modest.

Challenges for online retailers include market size, consumer habits, shipping costs, and competitive pressures. Despite these obstacles, solutions such as enhanced social media advertising, which remains a favored promotional strategy embraced by 64.5% of retailers, and initiatives to close the skills gap in the e-commerce workforce are underway. This proactive approach is addressing key sector challenges and is essential for continued growth.

Orhan Gazibegović, President of the Association, added, “With the support of leading experts and a thorough methodology, we have been able to deliver a detailed view of the market, setting the stage for annual assessments that will help track and respond to the evolving needs of the digital economy.”

This comprehensive survey not only maps out the current state of e-commerce in Bosnia and Herzegovina but also propels the sector towards future growth by aligning business strategies with consumer expectations and technological advancements.

For those interested in learning more about the research data or the e-commerce sector in Bosnia and Herzegovina in general, please reach out via email at