A COMPARATIVE ANALYSIS OF E-COMMERCE DEVELOPMENT IN BOSNIA AND HERZEGOVINA AND REGIONAL COUNTRIES

The growth of e-commerce in the Western Balkans reveals significant regional disparities, underscoring the need to examine the factors influencing the digital economy.
This paper presents a comparative analysis of e-commerce development in Bosnia and Herzegovina, situating it in relation to other countries in the region, including Serbia, Croatia, and Montenegro. The aim of the study is to identify key drivers and barriers to growth, as well as to assess Bosnia and Herzegovina's competitive position through an analysis of digital infrastructure, mobile commerce penetration, the number of active online stores, and innovation capacity.
The methodological approach is based on the analysis of secondary data obtained from relevant sources and academic literature. The findings indicate a stable but slow growth of e-commerce in Bosnia and Herzegovina compared to Serbia and Croatia, primarily due to challenges such as a lower level of digital literacy and limited trust in electronic payments. On the other hand, significant potential lies in the high share of mobile commerce and the increasing number of e-shops.

The study concludes that a more dynamic development of e-commerce in Bosnia and Herzegovina requires a comprehensive strategic approach that includes improvements to the logistical and regulatory framework.