With its 3.3 million inhabitants, Bosnia and Herzegovina offers a small e-commerce market. In addition, shopping on the Internet has not been too big a topic in this country so far. In 2021, only a quarter of Internet users made online purchases. Similarly, few companies sell goods online in Bosnia and Herzegovina. Most sell through international third-party platforms such as Amazon or Alibaba.
Since payment by credit or debit card is still not widely available, cash on delivery is the preferred payment method. To be successful on the Bosnian market, this payment option should be offered in any case.
Logistics remain a problem in Bosnia and Herzegovina. The Dinaric Alps cover a large part of the country and make the transport of goods difficult. A parcel from Germany, for example, takes about 12 working days.
Despite all this, the Bosnian e-commerce market should not be ignored. The lack of competition in the market and the growth of a generation with a clear affinity for the Internet could lead to an upswing in this market in the future.