Last year, online card payments accounted for 43.1 percent of all online payments in Bosnia and Herzegovina. A year earlier, that share was still 32.8 percent. This reflects a gradual shift in online shopping habits in the country.
These data come from the third annual national survey on the state of online shopping in Bosnia and Herzegovina. The survey was carried out and presented by the eCommerce Association in Bosnia and Herzegovina during a public event in Sarajevo.
Cash on delivery most common payment method
According to the report, cash on delivery were still the most common used payment method in the country, with a share of 46.4 percent in 2024. However, card payments are increasing. In 2023, a share of 32.8 percent of shoppers said that they prefer using this online payment method. In 2024, card payments accounted for 43.1 percent of used payment methods.
26.2% of consumers preferred not using their bank card while online shopping
Yet, 26.2 percent of shoppers in the country said that they do not use their bank card when online shopping. The researchers say that this signals an ongoing trust-building phase. The report also shows that only 16.3 percent of respondents reported issues with online payments. That figure has remained stable compared to 2023.
20.5% shopped on international platforms
According to the research, consumers in Bosnia and Herzegovina prefer shopping domestically. Just like in 2023, around 43.4 percent shopped at domestic online stores. And 20.5 percent shopped on online international platforms. This figure is also the same as in 2023.
Of those platforms, Temu emerged as the most popular one. At least 42 percent of respondents (who shop cross-border) shopped there. It was followed by AliExpress (20 percent), eBay (11 percent), Amazon (8 percent) and Shein (7 percent).
