Categories of Online Shopping

CEFTA e-shoppers generally follow similar patterns to their European counterparts in purchasing goods and services online. They exceed the EU (27) average in categories such as clothing and sports goods, except Bosnia and Herzegovina for both categories and Albania for sports goods. Notably, although only 38.5% of Albanian internet users shop online—a relatively small proportion—those who exhibit high purchasing rates for cosmetics, consumer electronics, computers, food, and beverages, surpass the EU (27) average in these categories. This indicates that while the number of e-shoppers in Albania is limited, their engagement and spending in these specific categories are substantial.

Source:
Eurostat https://ec.europa.eu/eurostat/databrowser/view/isoc_ec_ibgs/default/table?lang=en&category=isoc.isoc_i.isoc_iec, Kosovo* (2020), Albania (2022), North Macedonia: State Statistical Office
91% of Albanian e-shoppers purchase clothes (including sports clothing), shoes, or accessories as a percentage of individuals who purchased online in the last 3 months, compared to 59% in Bosnia and Herzegovina.
Online purchases of sports goods (excluding sports clothing) as a percentage of individuals who purchased online in the last 3 months are highest in Montenegro at 29.5% and least in Bosnia and Herzegovina at 15.24%.
In Albania and Serbia over 16% of online purchases as a percentage of individuals who purchased online in the last 3 months are made for children's toys or childcare items and over 8% in Bosnia and Herzegovina and North Macedonia.
The highest percentage of online purchases of furniture, home accessories or gardening products as a percentage of individuals who purchased online in the last 3 months are made in Bosnia and Herzegovina at 25.4%, and least in North Macedonia at 10.85%.
Printed books, magazines, or newspapers made up 18.36% of individuals who purchased online in the last 3 months in Albania, and only 4.98% in Bosnia and Herzegovina.
In Montenegro, online orders for food delivery from restaurants are more frequent compared to other CEFTA markets - with 38.15% of online shoppers ordering food from restaurants vs. 8.07% of Serbian e-shoppers.
Online purchases of consumer electronics or household appliances as a percentage of individuals who purchased online in the last 3 months is highest in Albania at 25.81% and lowest in Serbia at 6.64%.
Albanian e-shoppers purchase cosmetics, beauty, or wellness products at 32.82% of individuals who purchased online in the last 3 months vs. only 5.47% in Serbia.
Computers, tablets, mobile phones, or accessories as a percentage of individuals who purchased online in the last 3 months are at the highest made in Albania - 27.1% and at the lowest in North Macedonia - 6.2%.
Albanians made online purchases of food or beverages from stores or meal-kit providers at the highest percentage (25.51%) of individuals who purchased online in the last 3 months, while Macedonians at the lowest (4.1%).
* This designation is without prejudice to positions on status and is in line with UNSCR 1244 and the ICJ Opinion on the Kosovo declaration of independence.
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