Trends and Transformation in E-Commerce in Bosnia and Herzegovina from 2023 to 2025

Almir Peštek, Mediha Arnaut Smajlović and Nadija Hadžijamaković

EconStor Conference Papers from ZBW - Leibniz Information Centre for Economics

Abstract: This paper presents findings from a three-year longitudinal study (2023-2025) on e-commerce in Bosnia and Herzegovina (BiH), conducted in collaboration with the E-Commerce Association of BiH. The research, based on annual online surveys with a cumulative sample of 4,697 respondents, examines the evolution of online consumer behaviour, payment practices, delivery preferences, perceived risks, and trust in digital commerce. Results indicate steady growth in mobile-first purchasing and digital payment adoption, accompanied by rising consumer confidence and gradual convergence with global e-commerce trends. While domestic platforms remain relevant, their share is declining as consumers increasingly turn to regional and Asian marketplaces offering broader assortments and competitive pricing. The study also reveals that transparency, product information quality, and delivery reliability are the most decisive factors shaping online purchasing decisions, while data security concerns persist but are diminishing over time. These longitudinal insights contribute to understanding the digital transformation of emerging markets such as BiH. The findings have practical implications for retailers, policymakers, and platform developers aiming to enhance consumer trust, digital infrastructure, and competitiveness of the e-commerce ecosystem in BiH.

Keywords: e-commerce; Bosnia and Herzegovina; online shopping (search for similar items in EconPapers)
JEL-codes: L81 M31 (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:zbw:esconf:343370

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