Bosnia and Herzegovina’s e-commerce sector is set for steady growth in 2026, with online shopping becoming more prevalent among consumers. The average customer lifetime value is projected to reach 350 BAM, indicating increased loyalty and higher spending per customer. The rise in the number of online shoppers to 1.2 million reflects improved digital infrastructure and consumer confidence in e-commerce platforms.
This growth is driven by increased internet penetration and mobile device usage, encouraging businesses to expand their digital presence. The 15% annual revenue growth underscores the sector’s expanding profitability, while the high retention rate suggests strong customer loyalty, which will support long-term business sustainability in Bosnia and Herzegovina.