The Western Balkans E-Commerce Review 2025, prepared by the E-Commerce Association, analyzed data from Eurostat 2024, which showed that 63.2% of internet users in Macedonia shop online, which positions the country better than other Balkan neighbors except Serbia (65%), but still below the European average of 76.6%.
However, online shopping is concentrated in a limited number of categories, with clearly expressed preferences. 73.9% of online shoppers in the country have placed orders for clothing, shoes and fashion accessories, making fashion the most dominant category, placing Macedonia above the European average.
Purchases of other products remain significantly limited. 25.3% purchased sports equipment, 21.8% cosmetics, beauty or “wellness” products, furniture, 12.4% home and garden products, 11.4% computers, tablets, mobile phones or accessories, and 9.1% children’s toys and childcare products. The prevalence of online shopping is particularly low for cleaning and personal hygiene products (7.9%), medicines and dietary supplements (7.7%), food and beverages (7.6%), and electronics and household appliances (2.3%).
In terms of services, 44.1% of online shoppers pay for internet or mobile services online, almost double the European average of 22.4%. 33.7% also pay for utilities, also exceeding the European average of 13.2%. 18.3% of online shoppers make reservations for transport and 15.5% for hotels, while paid digital content remains low, with only 1.4% paying for music streaming subscriptions../telegraph/