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How is eCommerce progressing in Bosnia and Herzegovina? Is the local market experiencing growth or facing challenges? How are consumer habits changing, and what shapes online shoppers’ decisions? Has the arrival of major international platforms like Temu and SHEIN impacted the market? How are local web shops responding to the growing competition, and what strategies are they using to retain customer loyalty? What are the main challenges faced by online retailers, and what do consumers most often criticize about eCommerce? These and many other questions are addressed in the third annual study of the eCommerce market in BiH, which analyzes key changes, new trends, and the challenges faced by both consumers and domestic online retailers. The research is conducted by the eCommerce Association in Bosnia and Herzegovina.
Before the research results are published, we sought answers through questions posed to Belma Agić, Executive Director of the eCommerce Association in BiH.
Media Marketing: Based on what you know so far, how would you assess the Bosnian online shopping market before the latest research results?
Belma Agić: Based on previous studies and ongoing communication with the market, we can say that eCommerce in Bosnia and Herzegovina is experiencing steady growth, but it’s still far from reaching its full potential. Consumer trust is increasing, the number of web shops is growing, and more companies are opting for online-only sales. At the same time, we’re seeing an expanding audience that shops online regularly, along with rising demands for better user experience – especially in delivery, security, and transparency.
On the other hand, competition is becoming more intense, especially with the entry of large global platforms like Temu and SHEIN, which brings added challenges for local merchants. That’s why understanding consumer habits and identifying real obstacles is crucial for making sound business decisions. Our assessment is that the market is evolving – but in addition to technical infrastructure, it also needs more education, improved logistics support, stronger institutional backing, and an improved legal framework that reflects the real needs of digital commerce.
Although we don’t yet have final data from this year’s research, past trends show a clear development dynamic, with significant room for further improvement and sector professionalization.
Media Marketing: Who faces greater challenges—retailers or consumers?
Belma Agić: Challenges exist on both sides, but their nature differs. Consumers increasingly expect a flawless user experience, fast and reliable delivery, simple payment processes, transparency, and security. Previous research has shown that delivery costs and trust in product quality remain key factors influencing purchasing decisions. Trust is slowly being built, and more users are turning to regular online shopping, which is an encouraging sign.
On the other hand, retailers face more serious structural challenges: high operational costs, underdeveloped logistics, limited technical resources, and growing competition – both local and global. The arrival of major platforms like Temu and SHEIN has further intensified the pressure on local web shops, which must find ways to retain customer loyalty while meeting new market expectations.
That’s precisely why the eCommerce Association in BiH is conducting the third national eCommerce market survey – to quantify these challenges and offer concrete, data-driven recommendations. This year’s study, for the first time, includes an analysis of consumer and retailer perceptions of platforms like Temu and SHEIN, which will further deepen our understanding of the relationship between local and global players.
Media Marketing: Where does the BiH market stand in comparison to neighboring countries?
Belma Agić: The eCommerce market in BiH lags behind most neighboring countries, especially in transaction volume, level of digital transformation, availability of logistics solutions, and the degree of trust in online shopping. Although growth has been observed in recent years, it is slower and more uneven compared to, for example, Croatia or Serbia, where there is stronger institutional support, more investment in digital infrastructure, and more developed systems for electronic payment and delivery.
In BiH, skepticism regarding the security of online purchases is still widespread, and the dominance of cash-on-delivery reflects a low level of trust in digital financial services. At the same time, the lack of a unified strategy to support the eCommerce sector and a fragmented regulatory framework further hinder market integration.
However, it’s important to emphasize that BiH has huge potential – especially in the number of young, digitally literate users and the growing interest of small and medium-sized enterprises in online sales. That’s why the mission of the eCommerce Association in BiH is to contribute to faster sector development and alignment with regional and European standards through continuous research, market dialogue, and education.
We therefore invite all web shops and online shoppers in BiH to participate in our survey – by filling out the questionnaires, they contribute to the creation of relevant data that will help shape better conditions for eCommerce in our country. Every completed questionnaire is a step toward a safer, more efficient, and more competitive online market in BiH.
Survey for online shoppers: https://bit.ly/AnketaZaOnlineKupce
Survey for web shops: https://bit.ly/AnketaZaOnlineTrgovce
In addition, the luckiest participants will receive valuable prizes – including a laptop and other attractive gifts – as a token of appreciation for their contribution to the development of the eCommerce sector.
