Bosnia and Herzegovina's e-commerce sector is experiencing steady growth, with a conversion rate of 2.8% in 2026. The total revenue from online sales has reached €580 million, driven by increased internet penetration and smartphone usage. The surge in online shopping is evident, with approximately 1.2 million residents engaging in e-commerce activities, reflecting broader digital adoption across the country.
Mobile commerce now accounts for 65% of all transactions, emphasizing the importance of mobile-friendly platforms. The average order value has risen to €55, indicating increased consumer confidence and spending power. As e-commerce continues to mature, businesses are investing more in digital marketing and logistics to capitalize on this expanding market.