In 2024, Bosnia and Herzegovina recorded the highest growth in B2C e-commerce traffic in Europe – as much as 117% compared to the previous year.
A report by Ecommerce Europe and EuroCommerce states that the country is at the top of the growth charts due to a combination of the real acceleration of online shopping and better measurement methodology, it says BiznisInfo.ba.
What is it about?
It is the report “European E-commerce Report 2025”, which analyzes the state of e-commerce in 38 European countries.
It found that total B2C e-commerce traffic in Europe will grow by around 7% in 2024, reaching approximately €842 billion.
However, while mature markets recorded significantly lower growth rates, in the region of Eastern Europe the growth was around 18%, and Bosnia and Herzegovina led the way with 117%.
What is B2C e-commerce?
B2C (Business-to-Consumer) e-commerce refers to online sales where companies directly offer products or services to end consumers. This is what citizens do when they shop online: clothes, electronics, books, apps – all via web shops or mobile apps.
In other words – online shopping for private customers.
Why did BiH reach the top?
The reasons for the 117% growth are multiple:
Improved data collection and changed methodology – the report itself states that part of the growth is the result of these better statistics.
Faster transition of consumers to online channels after the pandemic and increasing availability of internet and mobile devices.
Potentially low initial base level: the market was previously less developed compared to Western Europe, so the growth potential proved to be greater.
The growth of consumption and the digitalization of companies that have introduced newer methods of payment, delivery and online services.
How are other countries doing?
According to the report, after BiH, the fastest growth was recorded by Ukraine with around 92% growth. Followed by Bulgaria (~20%), Estonia (~18%) and North Macedonia (~15%) in Eastern Europe.
In comparison, some of the “mature” markets such as Germany and the Czech Republic had virtually no growth or very low growth.
The region captures the connection
For the audience in Bosnia and Herzegovina, Croatia and other countries of the region – this is a message of opportunity: digital trade and online shopping in Bosnia and Herzegovina are accelerating and putting the country at the top of Europe.
Companies, traders and financial institutions that we want to follow trends – have a chance to be among the first. And consumers – more choices, more channels and new habits.
