This seventh edition of the e-commerce analysis by the Macedonian E-commerce Association, and the second one published in English, expands its perspective beyond North Macedonia to encompass the entire Western Balkans region – including Albania, Bosnia and Herzegovina, Kosovo, Montenegro, North Macedonia, and Serbia.

The report provides a comprehensive overview of the current state, trends, and challenges shaping e-commerce across these markets.

Through extensive secondary data analysis and comparative insights, it evaluates market size, online shopping habits, digital finance adoption, and business readiness, while benchmarking the region’s progress against EU averages. The findings highlight both the region’s steady growth and persistent structural barriers, such as low digital trust, limited online payment usage, and uneven infrastructure.

The report also examines how e-commerce links to broader digital transformation — from internet use and government services to AI preparedness — mapping opportunities for more integrated, cross-border digital markets. By identifying the key obstacles and accelerators of digital commerce, this edition aims to support evidence-based policies and initiatives that will help the Western Balkans build a stronger, more connected, and competitive e-commerce ecosystem.