Although e-commerce had been growing strongly over the review period, the pandemic has led to exceptional growth due to consumers turning online to avoid exposure to COVID-19. A significant number of consumers shopped online for the first time or shopped online more frequently during the pandemic, with most demonstrating eagerness to continue this habit even when COVID-19 is less of a threat.
Throughout the review period, the value sales leader in the e-commerce channel has been third party merchants, owned by Alibaba Group Holding. The company also continues to hold its commanding leadership position in 2021.
In 2021, Neptune, the largest appliance and electronics specialist retailer in North Macedonia, launched a new innovative solution to completely digitalise payments and encourage online shopping. This solution, in partnership with UteCredit, allows consumers to pay via credit in instalments when making purchases from the Neptun website www.
The trend of strong e-commerce growth is set to continue over the forecast period with a predicted double-digit CAGR. This is easily achievable as the channel is still relatively new and growing rapidly from a fairly low base thanks to increased technological advancement and innovation.
To increase the number of online customers and purchases over the forecast period, e-commerce players will look to improve the online customer experience. This will primarily be done by using technological tools like artificial intelligence to create a more individualised and relevant experience in terms of marketing and the overall shopping journey.
In 2021, non-grocery retailers, particularly in apparel and footwear and consumer electronics, held the greatest value share in the fragmented e-commerce channel, with more players present in the physical landscape set to turn to e-commerce in the coming years. However, food and drink e-commerce has registered by far the highest current value growth in the country during the pandemic and is expected to continue to register double-digit value growth over the forecast period.
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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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