An analysis of the e-commerce landscape and growth potential in the Western Balkans

Session

Management Business and Economics

Description

This paper investigates the e-commerce landscape in the Western Balkans, analyzing key factors such as market size, consumer behavior, and the role of digital infrastructure in shaping the sector's development. Despite increasing internet penetration and smartphone adoption, it is suggested that the region faces significant challenges, including low digital literacy, limited payment options, and underdeveloped logistics and courier services. The study covers both demand and supply sides of e-commerce and highlights the barriers faced by SMEs, regulatory inconsistencies, and fragmented courier services that hinder market expansion and cross-border e-commerce. The COVID-19 pandemic accelerated online shopping trends but exposed pre-existing logistical and infrastructure gaps. Policy recommendations include streamlining customs procedures, harmonizing regulations, and investing in digital infrastructure to foster a conducive environment for e-commerce growth, innovation, and economic development.

Keywords:

e-commerce, Western Balkans, digital infrastructure, economic development, SMEs, logistics and courier services

Proceedings Editor

Edmond Hajrizi

ISBN

978-9951-982-15-3

Location

UBT Lipjan, Kosovo

Start Date

25-10-2024 9:00 AM

End Date

27-10-2024 6:00 PM

DOI

10.33107/ubt-ic.2024.34

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Oct 25th, 9:00 AM Oct 27th, 6:00 PM

An analysis of the e-commerce landscape and growth potential in the Western Balkans

UBT Lipjan, Kosovo

This paper investigates the e-commerce landscape in the Western Balkans, analyzing key factors such as market size, consumer behavior, and the role of digital infrastructure in shaping the sector's development. Despite increasing internet penetration and smartphone adoption, it is suggested that the region faces significant challenges, including low digital literacy, limited payment options, and underdeveloped logistics and courier services. The study covers both demand and supply sides of e-commerce and highlights the barriers faced by SMEs, regulatory inconsistencies, and fragmented courier services that hinder market expansion and cross-border e-commerce. The COVID-19 pandemic accelerated online shopping trends but exposed pre-existing logistical and infrastructure gaps. Policy recommendations include streamlining customs procedures, harmonizing regulations, and investing in digital infrastructure to foster a conducive environment for e-commerce growth, innovation, and economic development.