As the only member of Ecommerce Europe from the Western Balkans, the eCommerce Association in Bosnia and Herzegovina proudly shares key findings from the newly released European E-commerce Report 2025, jointly published by Ecommerce Europe and EuroCommerce.
According to the report, Bosnia and Herzegovina has made significant progress in developing its digital commerce ecosystem and is now among the fastest-growing eCommerce markets in Eastern Europe.
After several years of stagnation, 2024 marked a recovery and a fresh boost for e-commerce – total B2C turnover in Europe increased by 7%, reaching €842 billion. Particularly noteworthy is the region of Eastern Europe, which recorded impressive growth of 18%, with Bosnia and Herzegovina and Ukraine recognized as the most dynamic markets due to accelerated digital recovery and improved data accessibility.
Despite the diversity of Europe’s e-commerce landscape, the report highlights several common trends: consumers increasingly choose secure digital channels, trust in online payments continues to grow, and sustainability and circular economy principles are becoming essential components of modern e-business.
E-commerce in Bosnia and Herzegovina: More Trust, Higher Turnover, and a Growing Base of Online Shoppers
Bosnia and Herzegovina is rapidly strengthening its digital momentum. According to the report, 87% of citizens (aged 16–74) used the internet in 2024, while the share of those who shopped online increased to 44%. By 2025, internet penetration is expected to reach 90%, with regular online shoppers accounting for around 56%.
More than half of consumers now shop online at least once a month, and nearly a quarter of domestic webshops sell products and services to customers abroad.
The section of the report dedicated to Bosnia and Herzegovina features an interview with Belma Agić, Executive Director of the eCommerce Association BiH, who highlights key shifts and challenges in the local market:
“The adoption of the new Law on Internal Trade represents a major step forward in formally recognizing e-commerce as a legitimate part of the economy. This opens the door to new investments, faster digitalization, and greater safety for both consumers and merchants,” said Agić.
She adds that digital transformation in Bosnia and Herzegovina is increasingly encompassing the entire ecosystem – from small local retailers shifting to online sales, to large platforms investing in advanced payment and logistics solutions.
Over 50% of consumers now shop online at least once a month, and almost one in four webshops sells across borders – clear evidence of the market’s growing digital maturity.
Significant progress has been achieved in digital payments and online shopping security: card payments increased from 33% to 43%, while issues with online transactions dropped to only 2.5%.
Additionally, mobile commerce now accounts for more than 80% of all purchases, and shoppers increasingly prefer fast and convenient delivery options – almost 78% express interest in self-service parcel lockers.
“Global competition is certainly present, but domestic retailers remain competitive. Over 60% of local webshops have not felt any negative impact from platforms such as Temu or SHEIN, and 43% of consumers still prefer shopping from local online stores. This clearly shows that our retailers are successfully building trust and delivering quality customer experiences,” Agić emphasizes.
The eCommerce Association in Bosnia and Herzegovina continues to actively address existing challenges and strengthen the foundations for sustainable growth of the e-commerce sector. Together with partners such as DHL and X-Express, the Association is investing in improving logistics infrastructure and boosting the currently low share of cross-border online trade from Bosnia and Herzegovina.
Together for a Digital Future
The presentation of the European E-commerce Report 2025 once again confirms that e-commerce is becoming an increasingly important economic sector — both in Bosnia and Herzegovina and across Europe. The eCommerce Association in Bosnia and Herzegovina calls on all companies, investors, consumers, and institutions to continue close cooperation in developing this growing sector. Our Association will remain committed to advocating for a better regulatory framework, advancing business digitalization, and implementing initiatives that facilitate online trade.
The digital economy is the driving force of change — and Bosnia and Herzegovina has the opportunity to become an active part of it!
The full European E-commerce Light Report 2025 is available on the official Ecommerce Europe website. Access to the complete report is an exclusive benefit for members of our Association, while a shortened version is available to the general public. Through this initiative, the Association not only strengthens its members but also promotes the growth and development of the entire industry. Those who wish to gain a more detailed insight and become part of the community shaping the future of e-commerce are invited to join the eCommerce Association via the contact form or by sending an inquiry to contact@e-comm.ba.