This article has been provided by Ecommerce Europe’s national association in Bosnia and Herzegovina: The eCommerce Association of Bosnia and Herzegovina
The eCommerce Association in Bosnia and Herzegovina, a member of Ecommerce Europe since 2022, has presented the findings of its third annual national survey on the state of online shopping in the country. With data collected from both consumers and domestic web shops, the study offers valuable insights into evolving user behavior, platform preferences, payment trends, and operational challenges in this emerging Southeast European market. The findings were officially presented at a public event in Sarajevo attended by eCommerce professionals, institutional representatives, and academia.
Mobile Shopping on the Rise, Trust in Digital Payments Improving
The survey confirms that mobile commerce dominates: over 83% of respondents use mobile devices for online purchases. This reinforces the critical need for mobile-optimized shopping experiences. Although cash on delivery (COD) remains the most commonly used payment method (46.4%), card payments are steadily increasing and now account for 43.1%, reflecting a gradual shift in consumer habits.
Interestingly, while 50.2% of users own a bank card, 26.2% still refrain from using it for online payments. This signals an ongoing trust-building phase and highlights the need for further public education on the safety and convenience of digital transactions. Encouragingly, only 16.3% of respondents reported any issues with online payments, a figure that has remained stable compared to last year.
Local Web Shops Remain Trusted Despite Global Competition
While global platforms have entered the market and are reshaping consumer expectations around pricing and delivery, local web shops continue to command strong trust. Around 43.4% of consumers purchase from domestic e-shops, and only 20.5% use international platforms. Almost 80% of consumers prefer fast home delivery, though delivery delays and product quality issues remain a common concern – pointing to logistics as a key area for improvement.
Global Platforms Reshaping Expectations, but Local Trust Holds
The survey also examined how global players such as Temu and SHEIN are influencing consumer preferences in Bosnia and Herzegovina. Temu emerged as the most popular foreign platform, with 42% of respondents making purchases there, followed by AliExpress (20%), eBay (11%), Amazon (8%), and SHEIN (7%).
When rating their experience with these platforms, consumers gave high marks for product variety (mean score: 4.06) and ease of ordering and payment (3.99), while expressing more neutral views on delivery speed (3.39), customer support (3.60), price-to-quality ratio (3.62), and delivery reliability (3.70). These results suggest that while global platforms set a high bar in terms of accessibility and assortment, they fall short in areas critical for long-term loyalty such as support, reliability, and delivery experience.
On the supply side, domestic web shops remain cautiously optimistic. According to a parallel survey of online retailers, more than 60% report no significant impact from platforms like Temu or SHEIN. However, one-third do perceive a shift, mostly in the form of changed customer expectations or increased price sensitivity. These nuanced insights point to a gradual, rather than disruptive, transformation of the local market due to global competition.
Web Shops: Lean Teams, Open Source Tools, and Cross-Border Ambitions
On the business side, the study finds that 49.1% of domestic web shops use WooCommerce, while 23% rely on custom-built platforms. Notably, 6.6% of respondents were unaware of the platform powering their shop – suggesting a need for better technical understanding within teams. Only 7.2% of businesses report satisfaction with the current talent pool, with key pain points being unfair competition, thin profit margins, logistics costs, and workforce shortages. Still, there are positive signals: 24.3% of shops already sell cross-border, and 60.7% have been operating for more than two years – an indicator of market stabilization and maturity.
Unlocking New Opportunities Through Parcel Lockers
The survey also points to a growing interest in alternative delivery solutions. 64% of merchants would consider using parcel lockers, while nearly 78% of consumers have not yet tried them but express interest. These insights suggest parcel locker infrastructure could rapidly gain traction, especially in urban areas.
Looking Ahead: Data-Driven Growth and Sector Collaboration
One of the study’s key takeaways is the increasing importance of data in strategic decision-making. Web shops, institutions, and financial service providers alike are beginning to use consumer insights more actively to improve services and adapt to market trends. The eCommerce Association in Bosnia and Herzegovina will continue to drive research and foster public-private collaboration, recognizing that sustainable eCommerce growth hinges on better infrastructure, education, and trust.
For more information and future updates, visit: www.e-comm.ba
Editor’s Note:
This article is based on the findings of the 2025 national eCommerce survey conducted by the eCommerce Association in Bosnia and Herzegovina, a member of Ecommerce Europe since 2022. The featured photos were taken during the public presentation of the study in Sarajevo, which gathered representatives from government bodies, academic institutions, logistics, fintech, and the eCommerce community. The Association remains committed to delivering actionable insights and supporting the digital commerce landscape in Southeast Europe.