Balkan E‑Commerce: What Retailers Need to Do Next

A market progressing at speed 

The Balkan E-Commerce Summit offered a clear view of how quickly the region’s digital market is evolving. 70 percent of Gen Z in the Balkans are now regular e‑shoppers, close to the EU level of 74 percent. They complete around 52 online purchases per year and their growth has accelerated faster than in Western Europe. This activity confirms a market where digital habits are strengthening year after year and where retailers can create value by understanding how these behaviours evolve. 

Clear behavioural shifts across the region 

In her keynote, Carmen Cureu, Geopost’s Market Research Director, highlighted the shifts that now define Gen Z behaviour. One of the most significant one is the rise of C2C and second-hand. 81 percent of Gen Z in the Balkans buy or sell on C2C platforms and out of the 52 parcels they purchase each year, up to 16 are second-hand. In Croatia, this reaches close to one third of all Gen Z parcels.  

Selling is also part of the picture. Gen Z sells around 16 items per year, reinforcing how central circular habits have become in the region. Social media supports this wider cycle, but its role differs depending on the stage of the journey. Usage is extremely high, yet only a few platforms actually convert that attention into purchases. Instagram and TikTok shape discovery, while Facebook still delivers strong conversion in several Balkan markets. A growing share of Gen Z already buys directly through these channels, showing how social commerce is becoming a regular buying path. 

What retailers need to prioritise 

Carmen outlined several areas where retailers can act immediately.  

• Delivery expectations are rising. Out‑of‑home delivery is now a default choice across the region, and more than 80 percent of Gen Z want to know exactly who delivers their parcel. Clear visibility and flexible options are no longer differentiators; they are part of the experience. 

• AI is already part of the shopping journey. 42 percent of Gen Z use AI-powered tools to search, compare or refine choices. This means retailers need sites that are easy to navigate, structured for accurate search and readable by AI‑driven discovery tools. 

Her keynote delivered a clear message: growth comes from understanding existing purchase behaviour and aligning with the channels Gen Z uses every day. Retailers that adapt to these habits can build stronger loyalty and secure a clearer position in a fast‑moving market.  

Carmen expands on these insights in her interview recorded at the summit.

Watch the video to explore the full analysis and the actions retailers can take next.