The Evolution of Cross-Border Ecommerce in Central and Easter Europe: Mediapost Hit Mail Launches Third Annual International Survey

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This article has been provided by Ecommerce Europe’s national association in Bulgaria:   Bulgarian E-commerce Association


The ecommerce landscape has undergone a rapid transformation in recent years. It became an integral part of the global retail sector. With consumers increasingly turning to online shopping for convenience and variety, retailers are constantly adapting to meet the evolving demands of the digital marketplace. The shift towards online commerce has not only opened new opportunities but also introduced a myriad of challenges, particularly for businesses seeking to expand beyond their home countries. As cross-border ecommerce becomes a critical growth avenue, understanding the specific hurdles and needs faced by online merchants is more important than ever.

In light of this dynamic environment, Mediapost Hit Mail announced the launch of its third annual ecommerce survey. The aim is to uncover the common issues and requirements of ecommerce retailers from Central and Eastern Europe (CEE) as they venture into new markets. In 2024 the survey will cover all the countries from the very interesting and quickly evolving region of Western Balkans (Albania, Bosnia and Herzegovina, Kosovo, Montenegro, North Macedonia, and Serbia).

This survey, which has established itself as a key insights resource over the past two years, seeks to provide valuable data. It will help online merchants navigate the complexities of international expansion. By gathering data directly from those at the forefront of the ecommerce sector, Mediapost Hit Mail aims to identify trends, challenges, and opportunities that can shape the future of ecommerce in the region.

The ecommerce sector in the region has shown remarkable growth and resilience in recent years. According to a report by Ecommerce Europe, the online market in CEE grew by 29% in 2023, reaching a total value of €104 billion. This surge was driven by increased internet penetration, improved logistics infrastructure, and a growing consumer base that is increasingly comfortable with online shopping.

Looking ahead, the momentum is expected to continue into 2024. Statista projects that the CEE ecommerce market will grow by an additional 18%, potentially reaching €122 billion by the end of the year. This optimistic forecast is supported by the expanding digital economy, government initiatives to boost digital transformation, and the rising popularity of mobile commerce.

Taking part in the survey offers numerous benefits for businesses. It provides valuable insights into the latest industry trends, challenges, and opportunities specific to the CEE region. By understanding the landscape and consumer preferences, businesses can adapt their strategies to effectively target and engage with customers in this dynamic region.

Additionally, participating in the survey allows businesses to benchmark themselves against their peers, gaining a competitive edge and identifying areas for improvement. The survey results provide a comprehensive overview of the CEE ecommerce landscape, empowering businesses to make informed decisions and optimize their cross-border ecommerce operations.

Furthermore, by joining the survey ecommerce merchants can receive the final report for free. This report contains a detailed analysis of the survey findings, key insights, and actionable recommendations. It serves as a valuable resource, providing businesses with strategic guidance and market intelligence to enhance their international growth plans. By leveraging the insights from the survey, businesses can refine their approach, identify untapped opportunities, and stay ahead of the competition in the rapidly evolving CEE ecommerce market.

Participating in the survey ensures that businesses are well-informed, connected, and equipped to navigate the challenges and leverage the benefits of cross-border ecommerce in the CEE region. In other words, this valuable data aids in strategic planning for international growth.

The survey is available in multiple languages. Fieldwork takes place from mid-May to end of June 2024, with the final report expected by September 2024. The project is strongly supported by most of the local ecommerce associations in the region.


About Mediapost Hit Mail Bulgaria

Mediapost Hit Mail Bulgaria was founded in 2005 as a specialized agency for direct marketing. In 2009 it was acquired by the French group La Poste. Since 2010 several new services were added to the portfolio: email marketing, PPC, landing pages optimization etc.

Today Mediapost Hit Mail is offering services for clients in 10+ markets in the EU, in three main divisions: digital marketing, promotional campaigns, and cross-border ecommerce. The Mediapost Cross-border division helps local ecommerce companies grow their business internationally at scale.

Mediapost Hit Mail is a member of the Bulgarian E-commerce Association (BEA).

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