The dominance of mobile search in Bosnia and Herzegovina continues to grow, with 78% of all searches happening via smartphones in 2026. This shift emphasizes the importance of mobile-optimized content and advertising strategies for local businesses. Digital ad spending has reached EUR 150 million, reflecting increased investment in online channels as consumers favor mobile devices for shopping and browsing.
E-commerce revenues are projected to hit EUR 420 million, driven by rising internet penetration and smartphone usage. Mobile marketing initiatives are delivering impressive returns, with ROI reaching 350%. Social media remains a vital platform, with 2.1 million users actively engaging with brands and products, underscoring the digital transformation across the country.