Citation:
[Editor:] Gadžo, Amra [Editor:] Klapić, Hidajet [Conference:] 9th Scientific Conference with International Participation "Economy of Integration" (ICEI 2025) [Title:] Regenerative and Digital Economy: Southeastern Europe's Path to Sustainable Competitiveness [Series:] 9th Scientific Conference with International Participation ''Economy of Integration'' (ICEI 2025) - Conference Proceedings [URL:] http://icei.ba/wp-content/uploads/2026/06/Ver-7-ICEI2025_Zbornik-radova_KONACNA-VERZIJA_slanje.pdf [Publisher:] University of Tuzla Faculty of Economics [Place:] Tuzla [Year:] 2025 [Pages:] 169-179
Abstract:
This paper presents findings from a three-year longitudinal study (2023-2025) on e-commerce in Bosnia and Herzegovina (BiH), conducted in collaboration with the E-Commerce Association of BiH. The research, based on annual online surveys with a cumulative sample of 4,697 respondents, examines the evolution of online consumer behaviour, payment practices, delivery preferences, perceived risks, and trust in digital commerce. Results indicate steady growth in mobile-first purchasing and digital payment adoption, accompanied by rising consumer confidence and gradual convergence with global e-commerce trends. While domestic platforms remain relevant, their share is declining as consumers increasingly turn to regional and Asian marketplaces offering broader assortments and competitive pricing. The study also reveals that transparency, product information quality, and delivery reliability are the most decisive factors shaping online purchasing decisions, while data security concerns persist but are diminishing over time. These longitudinal insights contribute to understanding the digital transformation of emerging markets such as BiH. The findings have practical implications for retailers, policymakers, and platform developers aiming to enhance consumer trust, digital infrastructure, and competitiveness of the e-commerce ecosystem in BiH.
