Macedonian online shoppers, like others in the region, are digitally connected but mostly for social media and phone calls.
With most purchases below €50 and often limited to occasional buys every few months, clothing remains the most popular item. Cash on delivery is widely preferred, reflecting both limited digital skills and ongoing concerns about product delivery.
Although e-commerce adoption trails behind Europe, there is clear growth potential as over 86% of Macedonian households have internet access.
Local platforms are embracing technology like AI and alternative payment methods, and government efforts are underway to strengthen the digital framework to boost economic growth and meet European standards. Increasingly, international companies are taking notice of the region’s potential.
