Bosnia and Herzegovina: The Key Country for E-Commerce in the Balkans

Bosnia and Herzegovina, a distinguished country in Southeastern Europe, holds a strategically important position in the Balkans. With a population of approximately 3.2 million, the country is considered a mid-sized nation in the region in terms of surface area.

Bosnia and Herzegovina, which has a transitional market economy, relies on the service sector, industry, and agriculture. In recent years, however, the country has witnessed significant developments in digitalization and e-commerce. Bosnia and Herzegovina, which shows signs of progress in areas such as per capita income and digital infrastructure, is still an emerging market in terms of e-commerce. With a low penetration rate and a developing digital infrastructure, the country holds substantial growth potential in the e-commerce space.

At this point, the Bosnia and Herzegovina E-Commerce Association occupies a key position. The association plays a crucial role in the development of e-commerce in the country. We spoke with Orhan Gazibegović, President of the Bosnia and Herzegovina E-Commerce Association, about the developments in the e-commerce market in Bosnia and the Balkans, the association’s activities, and U.S. tariffs.

Orhan Gazibegović stated: “As President of the Bosnia and Herzegovina E-Commerce Association, I am proud to represent a growing and dynamic community committed to advancing the digital economy in our country.”

He continued: “Our association was established by key stakeholders in the field of e-commerce. It was created to support the development, regulation, and promotion of e-commerce as a vital component of the modern business world. Our mission is to build a healthy, transparent, and competitive e-commerce ecosystem that enables collaboration, knowledge sharing, and innovation by bringing together retailers, service providers, platforms, policymakers, and consumers.

Our vision is to position Bosnia and Herzegovina as a recognized and trusted player in the regional and global digital economy—one where businesses of all sizes can achieve sustainable growth through e-commerce and where consumers enjoy a secure and seamless online shopping experience.”

Objectives and Goals of the Association

• Advocate for better digital policies and regulations aligned with EU standards
• Conduct the most comprehensive research and analyses on the e-commerce ecosystem in Bosnia and Herzegovina
• Educate businesses and the public on the benefits and best practices of e-commerce
• Create platforms for networking, collaboration, and growth within the sector
• Promote cross-border e-commerce opportunities and regional integration
• Support startups and SMEs on their journey toward digital transformation

The association also organizes an event called “E-Commerce Day.” This event brings together the key players, industry leaders, and innovators shaping the future of e-commerce in Bosnia and Herzegovina. “We believe that by empowering businesses and building trust among consumers, e-commerce can become a powerful driver of economic growth and innovation in Bosnia and Herzegovina,” said Orhan Gazibegović.

“Our Activities Are Designed to Promote Innovation Across the E-Commerce Ecosystem”

Touching on the association’s operations, Orhan Gazibegović said, “The Bosnia and Herzegovina E-Commerce Association is working highly actively through a wide range of strategic initiatives to bring value to the local digital economy. Our activities are designed to support businesses, inform the public, and foster innovation across the e-commerce ecosystem. With these efforts, our goal is to create an ecosystem in Bosnia and Herzegovina where e-commerce can develop sustainably and competitively on both regional and global levels.”

According to Gazibegović, the association’s key activities include:

• Advocacy and Policy Engagement: Actively cooperating with government institutions and regulatory bodies to contribute to shaping policies that foster an e-commerce growth environment aligned with EU digital standards.
• Education and Capacity Building: Providing workshops, meetups, and public campaigns to teach businesses how to establish, scale, and optimize their online operations, while educating consumers on digital literacy and safe online shopping.
• Industry Events and Networking: Organizing “E-Commerce Day,” the country’s largest event dedicated to digital commerce, bringing together retailers, technology providers, logistics experts, fintech entrepreneurs, and policymakers. Additionally, the association hosts meetups, panels, and roundtable discussions throughout the year—including the now-traditional “Networking Nights.”
• Research and Market Insights: For three consecutive years, the association has conducted the largest e-commerce market research in Bosnia and Herzegovina. These studies provide valuable data on consumer behavior, payment trends, logistics, and digital adaptation. The findings are also used as benchmarks in the European E-Commerce Report, highlighting the association’s role in shaping the region’s digital structure.
• Support for SMEs and Entrepreneurs: The association runs mentorship programs, collaborates with service providers, and ensures access to expert guidance. It specifically supports small and medium-sized enterprises seeking to enter or expand within the online space through digital transformation.
• Regional and International Cooperation: With strong ties and partnerships with all regional e-commerce associations and more than 30 global e-commerce, fintech, and ICT conferences and events, the association ensures its members stay connected to international trends, tools, and opportunities.

“We Are Your Strongest Ally in Building a Successful, Sustainable, and Future-Ready Digital Business in Bosnia and Herzegovina”

When asked, “What do you promise to e-commerce brands?” Orhan Gazibegović responded: “Whether it’s a newly established startup or a well-established player, our clear and actionable promise to e-commerce brands is this: We are your strongest ally in building a successful, sustainable, and future-ready digital business in Bosnia and Herzegovina! Bosnia and Herzegovina remains an emerging market in the e-commerce segment, with largely untapped potential. Currently, only about 8% of registered businesses operate an active online sales channel, clearly outlining the challenges and opportunities that lie ahead.

That’s why our primary focus is on education and empowerment. We help sellers step out of their comfort zones and into the boundless world of online sales. Through knowledge, inspiration, and support, we aim to spark digital transformation across all sectors. In the end, we are not just following trends—we are shaping them. We commit to standing by brands at every stage of their journey and to actively building the conditions under which e-commerce in Bosnia and Herzegovina can thrive and compete on a global scale.”

“E-Commerce Volume in the Balkans Expected to Exceed €13 Billion by 2025”

President of the Bosnia and Herzegovina E-Commerce Association, Orhan Gazibegović, also commented on the development of e-commerce in the Balkans:

“The e-commerce market in the Balkans is growing rapidly, but it still faces challenges typical of emerging markets. We are witnessing significant growth across the region in 2024, with e-commerce penetration continuing to increase year over year. Although the figures vary from country to country, the overall trend is positive; in several key markets, including Bosnia and Herzegovina, the average annual growth rate in e-commerce is around 15–20%. According to data from Monri Payments—the region’s largest payment service provider and one of our main partners—the e-commerce market grew by 48% annually in terms of online payments, clearly reflecting an increased trust in digital transactions.”

Gazibegović added, “The e-commerce volume in the region is expected to exceed €13 billion in 2025, with retail e-commerce leading this growth. However, despite this upward trend, the market still lags behind Western Europe. Only about 30–35% of consumers in the Balkans shop online regularly, which indicates significant growth potential—particularly in underserved rural areas.”

“Only 8% of Businesses in Bosnia and Herzegovina Have an Online Sales Channel”

Pointing out that Bosnia and Herzegovina’s e-commerce penetration is below the regional average, Gazibegović stated, “Only about 8% of registered businesses in the country operate an active online sales channel, highlighting both the potential and the challenges we face. One key insight derived from merchant feedback and real market data is this: the entry of major Asian e-commerce platforms into the Bosnian market has not negatively impacted local online retailers.

On the contrary, a steady 17% growth was observed following their arrival. This demonstrates that local businesses have adapted, are competing, and are benefiting from the overall expansion of online commerce. The outlook is promising. Governments, private companies, and associations like ours play a critical role in fostering innovation, improving infrastructure, and accelerating digital adoption. As the market matures, the Balkans are expected to emerge as a strong player within the broader European digital economy.”

“26% of Local Online Sellers Export to Other Countries”

Gazibegović also addressed the implications of the new U.S. tariffs: “The recent customs tariff implementations by the United States are reshaping global trade dynamics. Bosnia and Herzegovina, along with other countries in the region, is subject to some of the highest rates: 37% for Serbia, 33% for North Macedonia, and 35% for Bosnia and Herzegovina.

However, from the perspective of e-commerce in the Balkans, the direct impact of these tariffs is expected to be limited. According to our research, only 26% of local online sellers in Bosnia and Herzegovina currently export to other countries, and exports to the U.S. account for only a small portion. Most cross-border e-commerce in the region is directed toward the EU and neighboring countries.

That said, broader implications could arise from policy changes such as the removal of the ‘de minimis’ threshold, which previously allowed low-value goods to enter the U.S. duty-free. This could particularly affect small sellers using marketplace or direct-to-consumer models to sell in the U.S. Over the long term, these tariff changes may also influence supply chains and product sourcing—especially for sellers importing goods from or through the U.S.

Still, the e-commerce ecosystem in the Balkans is more likely to be shaped by regional trade policies, EU alignment, and local digital transformation efforts rather than the direct effect of U.S. tariffs. In short, the new tariffs are not expected to have a major or immediate impact on e-commerce businesses in Bosnia and Herzegovina.”

About Orhan Gazibegović

Orhan Gazibegović is the President of the eCommerce Association of Bosnia and Herzegovina, where he plays a pivotal role in driving the digital transformation and advancement of the eCommerce sector across the region. He also leads regional sales operations at the Bosnia and Herzegovina office of Monri Payments, the region’s largest payment service provider, and is responsible for the development of online and in-store payment channels in the Montenegro, North Macedonia, Albania, and Kosovo markets.

With over two decades of professional experience, Orhan has built a distinguished career in the fintech, payments, and marketing sectors, successfully leading and mentoring diverse teams. In the past decade, he has been instrumental in the development of digital product evolution and improving customer experience across Bosnia and Herzegovina and the wider region.