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Western Balkan Ecommerce Report 2024

This sixth edition of the E-commerce Report, and the first to be published in English, broadens its focus beyond previous reports that centered solely on North Macedonia to cover the entire Western Balkan region, including Albania, Bosnia and Herzegovina, Kosovo, Montenegro, North Macedonia, and Serbia. Published by the Macedonian E-commerce Association and supported by NLB Group, the report provides a detailed analysis of the state of e-commerce and trends across these markets. Through secondary data and comparative analysis, it evaluates growth over the past year and benchmarks it against more developed European markets. Primary research highlights e-retailers’ challenges in the region, mapping barriers and obstacles to support informed action.

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In this report you will learn about:

Overview of the region’s market size and growth opportunities.

Examination of digital readiness, WB DESI index, digital skills, and Network Readiness Index (NRI) in the Western Balkans.

Patterns of Internet use among individuals and enterprises, assessing e-commerce preparedness.

Insights into preferred payment methods and financial infrastructure challenges.

Evaluation of logistics performance and key challenges faced by e-retailers.

Overview of regulations impacting e-commerce across the region.

Data on online shopping rates, e-shopper behavior, and enterprise participation in e-commerce.

Survey data on e-retailers’ challenges, with a focus on payment issues.

Empowering Businesses with a Pioneering Payment Solution.

Interviews on the state of e-commerce in each country and the influence of the Associations in promoting e-commerce.

Identified opportunities to address challenges and foster growth.

Goals, Target & Methodology

Presentation on the Key Findings of the
WB E-commerce Report

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Video, Keynote Presentation on the Key Findings of the WB E-commerce Report

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The WB E-comm Report at a Glance

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The Macedonian e-Commerce Association is the first and only non-profit association aiming towards inclusive e-commerce. Our mission is creating a future for e-commerce growth and success in the country.

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