Prior to the Coronavirus (COVID-19) pandemic, e-commerce in Bosnia and Herzegovina was growing steadily, for several reasons. Growth comes from a low base, and internet activity is growing in Bosnia and Herzegovina, which is also increasing e-commerce sales.
The first association for e-commerce in Bosnia and Herzegovina has been established. The COVID-19 pandemic highlighted the importance of digitising existing and new business models in both the global and local markets.
Amazon, which enjoyed dynamic growth due to COVID-19, has revised the list of countries allowed to register sellers. By expanding the list, sellers from a total of 188 countries, including the newly added Bosnia and Herzegovina, can offer their products and goods via the platform.
E-commerce (goods) is set to continue to post strong retail value (constant 2021 prices) growth over the forecast period. The consumer base is growing as more and more consumers become aware of the convenience, competitive prices and large assortments available via e-commerce.
The COVID-19 pandemic has shown the legal shortcomings of e-commerce in Bosnia and Herzegovina. The country does not have a single law on e-commerce, with the area regulated by only two articles of the entity laws on trade, which consumers feel create space for many irregular actions and abuses.
The exigencies of COVID-19 drove the dynamic e-commerce sales growth in 2020 and 2021. Subsequent growth is set to be driven by convenience and increased online shopping opportunities, to be created by the growing number of grocery and non-grocery retailers.
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Sales of consumer goods to the general public via the Internet. Please note that this includes sales through mobile phones and tablets (i.e. m-commerce). E-commerce includes sales generated through pure e-commerce websites and through sites operated by store-based retailers. Sales data is attributed to the country where the consumer is based, rather than where the retailer is based. The definition of e-commerce is agnostic as to where actual payment takes place; if an order is initiated online, it is considered to be an e-commerce transaction, even if the order is ultimately paid for in-store (or elsewhere). As a result, all ‘click-and-collect’ and ‘collect-at-store’ transactions are counted as e-commerce sales. E-commerce excludes sales of: (a) Consumer-to-consumer (C2C) and business-to-business (B2B) sales, although please note that sales between businesses and consumers (i.e. B2C sales) on sites such as eBay are included; (b) Sales of motor vehicles, motorcycles and vehicle parts; (c) Tickets for events (sports, music concerts, etc.) and travel; (d) Sales of travel and holiday packages; (e) Revenue generated by online gambling sites; (f) Returned products/unpaid invoices; and (h) Internet sales from direct selling companies, as these are tracked in Direct Selling market size/shares. Example e-commerce brands include Amazon.com, Zappos.com, Apple.com, iTunes, Rakuten, Tesco.com, Dell.com, Coles Online, etc. 3rd Party Merchant sales through online marketplaces, such as Amazon.com, eBay.com and Walmart.com, are included and split out in shares. 3rd party merchants are the summation of sales that come from businesses that are present on an online marketplace (e.g. Amazon, Alibaba). Marketplaces are websites that allow multiple merchants to sell on the marketplace website, with the marketplace operator processing the transactions, but many marketplaces provide offer other services as to help with shipping, handling, payment, and product storage. The marketplace is not the merchant of record legally, but for the sake of shares, sales from 3rd part merchants are attributed to the marketplace brand operator.See All of Our Definitions
This report originates from Passport, our E-Commerce (Goods) research and analysis database.
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