The President of the eCommerce Association in Bosnia and Herzegovina, Orhan Gazibegović, participated as a panelist at the international Global Check-In Conference, held in Warsaw. At the invitation of the organizers, he spoke about the potential and development of the eCommerce market in Bosnia and Herzegovina and the wider Western Balkans region.
The panel, titled “Next Stop: Balkans – Rising Stars of Cross-Border Sales,” brought together leading regional experts in digital commerce and logistics who discussed market growth dynamics, increasing consumer trust, and opportunities for international brand expansion across the Balkans.
Key Topics and Panelists
The discussion was moderated by Marta Szpala, Analyst at the Centre for Eastern Studies, and featured the following panelists:
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Mergim Cahani, Founder and CEO of Gjirafa Marketplace
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Nikola Ilchev, Founder of the Balkan E-commerce Summit
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Nina Angelovska, President of the Macedonian eCommerce Association and the Balkan eCommerce Alliance
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Monika Kosmowska, Business Development Specialist at Romania Express Courier & Logistics
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Orhan Gazibegović, President of the eCommerce Association in Bosnia and Herzegovina
The panel was divided into three main blocks:
1️⃣ Growth Dynamics – Compelling Numbers
Discussion focused on the pace of eCommerce growth across the Western Balkans, the share of online sales within total retail, consumer confidence in online shopping, and the overall market outlook for the coming years.
2️⃣ Marketplaces – New Pan-European or Regional Stars?
Panelists analyzed the strength and competitive advantages of regional marketplace platforms, as well as their role in enabling cross-border trade. The debate also addressed how businesses can balance marketplace presence with developing their own branded online stores.
3️⃣ Small Markets Potential – How to Prepare a Strategy?
The final block provided practical recommendations for companies looking to expand into the Balkans, covering criteria for market selection, logistical challenges, and strategies for successful entry and localization.
Insights from Bosnia and Herzegovina
In his remarks, Orhan Gazibegović presented an overview of the eCommerce sector in Bosnia and Herzegovina, emphasizing the doubling of online spending in recent years, the growing trust of consumers in digital channels, and the ongoing development of payment and logistics infrastructure.
He pointed out that smaller markets like Bosnia and Herzegovina can be highly attractive for international brands — especially when they apply targeted market entry strategies and understand local consumer behavior. Gazibegović also highlighted the importance of marketplaces as an entry bridge for new players, as well as the strategic advantages of developing proprietary online stores for brands aiming for long-term recognition and stability.
As one of the key takeaways, panelists agreed that the Balkans are no longer an “untapped market” but rather a dynamic region where innovation, trust, and partnerships drive growth.
We extend our gratitude to the Polish Chamber of Commerce and the event organizers for recognizing the role of the eCommerce Association in Bosnia and Herzegovina and for providing the opportunity to share our market’s perspective among global and regional eCommerce leaders.
