Electronic commerce, or eCommerce, is growing rapidly worldwide, across Europe, and in Bosnia and Herzegovina as well—transforming the way we shop, sell, and run businesses. According to the European E-commerce Report 2025, online sales in Europe reached a value of €842 billion, while Bosnia and Herzegovina ranked among the countries with the fastest eCommerce growth, recording a 117% increase. At the same time, the country still has a significantly lower share of online shoppers compared to the European average. This clearly shows that the domestic market is expanding quickly, yet is still at an early stage of realizing its full potential.
In this context, eCommerce knowledge is no longer a competitive advantage—it is becoming a necessity for staying competitive.
Organized by the 787 Foundation within the BizUp Goes Green&Digital program, the eCommerce Association in Bosnia and Herzegovina delivered an eCommerce MasterClass aimed at women entrepreneurs from different parts of the country who want to improve their businesses through digital and sustainable practices. The MasterClass consisted of four thematically connected modules, covering everything from defining an eCommerce strategy and developing a webshop to digital marketing, payments, and security.
The true value of the education is best reflected in the experiences of the participants. Azra Deović Osmanagić, creator of the natural cosmetics brand AVIA Njega prirodom from Sarajevo, emphasized that the MasterClass provided what she had been missing.
“For me, this was about completing a puzzle I couldn’t put together on my own. I gained a clear picture of what eCommerce actually means in practice—from the role of the webshop and design, to advertising, landing pages, and card payments. The modules were so well connected that the entire MasterClass made sense as one coherent whole,” said Deović Osmanagić, adding that speaking with people who work in eCommerce every day was especially valuable, rather than relying solely on online theory.
A similar impression was shared by Nina Stanarević from Banja Luka, a graphic designer and owner of the bookbinding studio TISA.“Honestly, the amount of information was huge. Even though I thought I knew quite a lot, I realized there are segments I had never even considered. The module on payments and security was particularly useful, because that’s where I had the most questions. I already have concrete topics I will discuss with my developer and web designer,” said Stanarević, stressing that the education is especially valuable for those who already have some experience and want to take the next step.
Within the eCommerce MasterClass, special emphasis was placed on a practical, hands-on approach and knowledge from real business environments. The President of the eCommerce Association in Bosnia and Herzegovina, Orhan Gazibegović, who was also one of the lecturers, highlighted that the goal was to provide practice-based knowledge.
“The MasterClass was designed so that lectures are delivered exclusively by experts who actively work in eCommerce in Bosnia and Herzegovina. We did not want a theoretical approach, but concrete, hands-on examples from real business operations. This exchange of real-life experience is what makes this education different from many programs that remain at a purely theoretical level,” Gazibegović stated.
The eCommerce MasterClass was developed as a modular educational program which, in its full version, includes nine interconnected modules designed to cover the entire eCommerce ecosystem—from strategic planning to advanced digital tools. The program includes modules on defining webshop strategy and goals, developing and optimizing online stores, digital marketing and traffic generation, specifics of online sales, customer relations and complaint management, logistics and delivery, payments and security, legal frameworks and compliance, as well as the application of artificial intelligence in eCommerce.
Thanks to its modular structure, the eCommerce MasterClass can be adapted to different programs, target groups, and knowledge levels—whether as a full-day training, a multi-day course, or a combination of selected modules within existing development, accelerator, or educational initiatives. This flexibility, combined with a strong focus on practical knowledge and real-world expertise, makes the eCommerce MasterClass a relevant and applicable format for organizations, institutions, and programs seeking to offer modern, market-driven eCommerce education.
The BizUp Goes Green & Digital program is part of the Private Sector Development initiative, co-financed by the European Union (EU) and the Government of the Federal Republic of Germany.
