Internet Use and E-shoppers

Eurostat data is employed to reveal the online shopping behavior of citizens in CEFTA countries. The last available data is 2020. In this analysis the included CEFTA markets are Bosnia and Herzegovina, Kosovo, Montenegro, North Macedonia, and Serbia (Moldova is not included in the database, and Albania has no data for recent years).

CEFTA countries are at the bottom in Europe in online shopping. Out of 5 CEFTA markets data available at Eurostat Database almost in Serbia half of the individuals who used the internet within the last year made the last online purchase in the 12 months (48), followed by Kosovo, North Macedonia, Bosnia and Herzegovina, and Montenegro (29).

Data of internet users and Internet shoppers as % of internet users are extracted from the Eurostat database as a source, Albanian data are for 2019 and for Moldova we present these data from European E- commerce report.
Last internet use: in the last 12 months as a percentage of individuals is presented from Eurostat database and Kosovo shows internet usage of 97% of the individuals on the top of European countries ranking, ranked as the most developed countries in Europe.
We present indicators of the last online purchase in the last 3 months as a percentage of internet users, as important for the next indicators that are calculated as a percentage of online purchasers in the last three months. Kosovo has the highest percentage of internet users that made online purchases in the last three months.
When it comes to the frequency of online purchases, citizens in CEFTA markets made mostly 1 or 2 times in the last three months, particularly in North Macedonia. More frequently or 3 to 5 times online purchases in the last 3 months are made by citizens of Kosovo. As a percentage of individuals who used the internet within the last year 6 to 10 times is very rare in CEFTA markets.
Citizens in CEFTA markets mostly make online orders of less than 50 euros. Among CEFTA markets, the e-shoppers in Montenegro have the highest share of shoppers that make online orders between 100 and 499 euros, compared to the other markets. Online purchases (3 months) for between 500 and 999 euros as a percentage of individuals who purchased online in the last 3 months are minor in CEFTA countries.
Online purchases (3 months) are mostly made from national sellers, particularly in Kosovo almost all - 98%. From sellers from other EU countries, the highest percentage of individuals who purchased online in the last 3 months is done in Bosnia and Herzegovina. Online purchases (3 months): from sellers of the rest of the world (non-EU countries) as a percentage of individuals who purchased online in the last 3 months. Online purchases (3 months): from sellers from unknown countries as a percentage of individuals who purchased online in the last 3 months is minor with the highest percentage (6%) in Bosnia and Herzegovina.