E-commerce in the Western Balkans - statistics & facts
The e-commerce market in the Western Balkans is still developing, with an increasing number of consumers becoming online shoppers each year. In 2024, Serbia had the highest e-commerce penetration rate in the region at 33 percent, while this figure stood at only 23 percent in the lowest-ranking Albania. As a result, Serbia recorded by far the highest e-commerce revenue, totaling approximately 922 million euros in the same year, followed by Bosnia and Herzegovina with 504 million euros.
