This report covers the retail sector in frontier markets in Southeast Europe. Euromonitor International’s definition of the region includes the following countries:
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Overview:
Understand the latest market trends and future growth opportunities for the Retail industry in Bosnia and Herzegovina with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in thsi report provides detailed qualitative analysis for the folloiwng regions, with detailed quantitative analaysis provided for all indivdiual countries within the regional groupings:
- The Baltic States – Estonia, Latvia, Lithuania
- Frontier Markets in Southeast Europe – Bosnia and Herzegovina, Croatia, North Macedonia, Serbia, Slovenia
- Central Asia and the Caucasus – Azerbaijan, Georgia, Kazakhstan, Uzbekistan
- Frontier Markets in South Asia – Bangladesh, Pakistan, Sri Lanka
- Frontier Markets in Southeast Asia – Cambodia, Laos, Myanmar
- Central America and the Caribbean – Dominican Republic, Guatemala, Honduras, El Salvador, Panama, Costa Rica
- Frontier Markets in South America – Bolivia, Ecuador, Paraguay, Uruguay
- Frontier Markets in the Middle East and North Africa – Algeria, Iraq, Jordan, Kuwait, Lebanon, Oman, Qatar, Tunisia
- Frontier Markets in Sub-Saharan Africa – Angola, Cote d Ivoire, Ethiopia, Ghana, Kenya, Cameroon, Tanzania, Uganda
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Grocery Retailers
- Non-Grocery Retailers
- Retail E-Commerce
- Direct Selling
- Vending
If you're in the Retail industry in Bosnia and Herzegovina, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Retail in Bosnia and Herzegovina report includes:
- Analysis of key retail trends
- Detailed segmentation of histroic retail value sales by channel
- Company and brand market shares (retail value sales)
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Retail in Bosnia and Herzegovina?
- Which are the leading retailers in Retail in Bosnia and Herzegovina?
- How are products distributed in Retail in Bosnia and Herzegovina?
- How is the rise of e-commerce and the expansion of modern grocery retail impacting traditional retail?
- How significant are discounters and private label in Bosnia and Herzegovina?
- To what extent are sales shifting towards digital channels?
- What is the long-term outlook for bricks-and-mortar?
- How is macroeconomic and political uncertainty affecting the retail industry?
- What types of retailers are seeing the fastest growth in digital sales?
- What is the future of retail?
Retail in Frontier Markets in Southeast Europe: Three Key Trends for 2026
Frontier Markets in Southeast Europe: Overview
Retail in 2025: The big picture
Grocery retailers continue to drive regional market growth
Retail e-commerce emerges as the fastest-growing channel across Frontier Markets in Southeast Europe
Value-driven retail stores and convenience formats strengthen their position
Omnichannel retail and digital integration accelerate across the region
Retailers strengthen focus on local products and domestic suppliers
Fortenova under pressure as Schwarz and IKEA reshape the regional retail market
Sales growth concentrates around valueled retailers in the Frontier Markets of Southeast Europe
Schwarz Group strengthens its regional position, outpacing Fortenova
Retail expansion meets digital convenience across the Balkans
Serbia strengthens its position in regional retail e-commerce networks
Diverging paths in Southeast Europe: Herbalife maintains its presence while Natura exits the region
What next for retail?
Serbia and Croatia are expected to remain the region’s dominant retail markets
Grocery retailers remains the most important retail channel across Frontier Markets in Southeast Europe while e-commerce drives future growth
Bosnia and Herzegovina
Croatia
North Macedonia
Serbia
Slovenia
DISCLAIMER
Retail
Retail is the sale of new and used goods to consumers from a business for personal or household consumption from retail outlets, kiosks, market stalls, vending, direct selling and e-commerce. Retail is the aggregation of Retail Offline and Retail E-Commerce. Excludes specialist retailers of motor vehicles, motorcycles, vehicle parts. Also excludes fuel sales, foodservice sales, rental transactions, wholesale sales (e.g. Cash and Carry), and sales through cannabis dispensaries in markets where cannabis is sold legally. Sales value excluding or including VAT/Sales Tax. Retail also excludes the informal retail sector. Informal retailing is retail trade which is not declared to the tax authorities. Informal retailing encompasses (a) sales generated by unregistered and unlicensed retailers, i.e. retailers operating illegally, and (b) any proportion of sales generated by a registered and licensed retailer that is not declared to the tax authorities. Unregistered and unlicensed retailers operate predominantly (although not exclusively) as street hawkers or operate open market stalls, as these channels are harder for the authorities to monitor than permanent outlets. Activities in the illegal market, which is usually understood to refer to trade in illegal, counterfeit or stolen merchandise, are included within our definition of informal retailing. Activities in the “grey market”, which is usually understood to refer to trade in legal merchandise that is sold through unauthorized channels – for example cigarettes bought legally in another country, legally imported, but sold at lower prices than in authorized channels – will be included as informal retailing if no tax is paid on sale by the retailer. However if the retailer pays tax – for example on cigarettes bought legally in another country but sold at a lower price than standard – the sale is included within formal retail.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Retail research and analysis database.
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