Montenegro's e-commerce sector in 2026 faces a high cart abandonment rate of 65%, driven by payment security concerns and limited delivery options. Despite this, the average order value has grown to €120, reflecting increased consumer confidence and digital literacy. Mobile commerce dominates the landscape, accounting for 58% of online sales, indicating a shift towards smartphone shopping among Montenegrin consumers.
The sector's revenue has reached approximately €220 million, showcasing steady growth over recent years. E-commerce penetration stands at 42%, highlighting significant potential for expansion through improved logistics and payment solutions. As digital adoption accelerates, businesses are investing in better user experiences to reduce cart abandonment and capitalize on mobile shopping trends.