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Despite the increasing use of technology and digital platforms, businesses in the Western Balkans continue to lag behind in online sales and purchases. According to Balkan Barometer 2025 data, only 20% of companies at the regional level declare that they sell products or services via the internet, while the vast majority, 80%, are still not involved in e-commerce.
In this panorama, Albania appears with relatively better performance, as 26% of businesses report that they operate online, a figure higher than the regional average.
However, even in Albania, 74% of companies still do not sell or buy products through digital platforms, which indicates that the potential for development remains untapped.
Compared to other countries in the region, Serbia leads the list with 27% of businesses active in online commerce, followed by Albania and North Macedonia with 24%. At the other end of the ranking are Bosnia and Herzegovina with only 11%, Kosovo with 13%, and Montenegro with 18%, reflecting significant differences in the level of digitalization of the region's economies.
Factors such as the lack of digital infrastructure, high investment costs, cybersecurity, and low levels of trust in online payments continue to hinder the development of e-commerce.
Meanwhile, Balkan Barometer data shows that accelerating the digitalization of businesses remains a key element for increasing competitiveness, expanding markets and faster economic integration of the Western Balkans. Balkans 2025 edition survey./ SCAN
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