North Macedonia E-commerce Market Size & Share Analysis - Growth Trends & Forecasts (2025 - 2030)

North Macedonia E-commerce Market Trends and Insights

Smartphone-first Consumer Behaviour Accelerating M-commerce Adoption

Smartphones generated 71% of all e-commerce transactions in 2024 as improved 4G/5G coverage and advanced mobile banking apps encouraged consumers to shop on the go.^{[3]Komercijalna Banka, “Mobile Banking Platform Release,” kb.mk} Daily internet usage now reaches 80.5% of the population, and consumers aged 16-34 demonstrate higher basket sizes when purchasing via native apps. Local platforms eKupi.mk and Vendor.com.mk revamped their mobile interfaces in 2024, boosting conversion rates among younger demographics. With handset penetration at 86.4%, merchants that fail to optimize mobile experiences risk losing relevance in the North Macedonia e-commerce market.

Government “Smart Society 2025” Digital Agenda Incentivising Online Retail

The Smart Society 2025 program funds digital infrastructure and introduced a national e-identity system in 2024, streamlining online verification and reducing cart abandonment. Of the EUR 41.3 million (USD 44.9 million) disbursed by the Development Bank, 47% supported equipment upgrades and 6% targeted digital transformation, directly enhancing merchant readiness. Complementary legislation covering data exchange and online payments positions the North Macedonia e-commerce market for steady institutional support.

Expansion of Same-day Parcel Networks by Post of North Macedonia and Cargo Express

Post of North Macedonia scaled to more than 300 postal units in 2024 and integrated international tracking, allowing real-time monitoring of shipments from global platforms. Private operators such as Mex.mk provide same-day delivery in Skopje, reducing delivery lead times—a critical factor for repeat purchases. Network extensions into rural zones improve accessibility and unlock latent demand, though fragmented addressing still impedes last-mile efficiency.

Growth in Cross-border Listings via Regional Marketplaces

Regional marketplaces like KupujemProdajem broadened seller reach into Serbia, Bulgaria, and Turkey in 2024, aided by simplified customs processes under the Open Balkan initiative. Local merchants capitalise on price arbitrage in electronics and fashion, while consumers enjoy expanded assortments. Skopje’s role as a transport hub makes cross-border fulfilment attractive, yet harmonising regulatory frameworks remains a medium-term prerequisite for unlimited scale.

Limited Roll-out of 3-D Secure and Tokenisation among Local Banks

Patchy adoption of modern security protocols constrains higher-value online transactions. While Komercijalna Banka and Sparkasse Bank introduced tokenised payments in 2024, smaller lenders lag, prompting consumer reluctance toward card payments. As Mastercard intends to end manual card entry in Europe by 2030, banks must accelerate compliance or risk sidelining the North Macedonia e-commerce market from global payment ecosystems.

High Cash-on-Delivery Returns Rate Raising Last-Mile Costs

COD remains prevalent outside urban centres, but return rates exceed prepaid transactions by 15-20%, inflating logistics expenses for Post of North Macedonia and private couriers. Inventory cycles lengthen, cash handling costs rise, and merchants struggle with liquidity swings. A coordinated push for digital wallets and consumer education is essential to unlock operational efficiencies.

Segment Analysis

By Business Model: B2C Dominance Drives Market Expansion

The B2C segment captured 88% of the North Macedonia e-commerce market share in 2024, underpinned by over 596,620 active listings on Pazar3.mk. Smartphone-centric interfaces and social commerce integrations continue to strengthen consumer engagement. Simultaneously, B2B revenue remains smaller but is forecast to grow at 42.1% CAGR to 2030 as SMEs migrate procurement online, supported by EUR 41.3 million (USD 44.9 million) in digitalisation funding. Manufacturing suppliers increasingly trial e-catalogues, signalling the evolution of the North Macedonia e-commerce industry toward enterprise usage.

As B2B platforms integrate with ERP systems, transaction complexity rises, favouring vendors offering API connectivity and automated invoicing. Market entrants targeting industrial components, wholesale groceries, or office supplies can exploit white-space created by limited domestic options. Cross-border procurement enabled by Open Balkan policy further accelerates B2B momentum.

By Device Type: Mobile Commerce Transformation

Smartphones accounted for 71% of sales in 2024, supported by nationwide 4G coverage and growing 5G roll-outs. Mobile commerce is projected at a 41.4% CAGR to 2030, confirming its centrality to the North Macedonia e-commerce market. Desktop usage persists for complex comparisons and high-ticket B2B orders, but its share is shrinking annually. The ascendancy of mobile also drives demand for lighter page loads and one-click checkouts to curb bounce rates.

Retailers that optimise for accelerated mobile pages and biometric login see lower abandonment and higher repeat rates. Meanwhile, tablets and smart TVs represent niche but expanding channels as households adopt multiple connected devices. Retail media advertising on these screens presents incremental monetisation avenues for leading platforms.

By Payment Method: Digital Wallet Acceleration

Credit and debit cards led payments with 46% share in 2024, yet digital wallets demonstrate a 44.7% CAGR to 2030 as tokenisation roll-outs gain traction. High COD dependence persists, particularly in rural zones, though merchants incentivise pre-payment via discounts and loyalty points. Banks are partnering with Apple Pay and Google Wallet to familiarise users with secure tap-to-pay methods, gradually narrowing the trust deficit.

Regulatory clarity on buy-now-pay-later products remains pending, but early pilots indicate demand among millennials. Once enacted, BNPL could divert transaction volume from COD and cards, provided credit-risk frameworks mature in tandem. Real-time account-to-account payments also have potential, contingent on banking sector interoperability.

Note: Segment shares of all individual segments available upon report purchase

By B2C Product Category: Electronics Lead, Food Accelerates

Consumer electronics generated 28% of 2024 GMV thanks to cross-border sourcing that keeps pricing competitive. The North Macedonia e-commerce market size for electronics is forecast to expand as 5G handsets and home-office equipment remain popular. Food and beverages deliver the fastest 45.3% CAGR, anchored by expanded cold-chain capacity and consumer preference for convenience. Grocery platforms like Hrana.mk offer 90-minute delivery in Skopje, tapping into time-pressed urban lifestyles.

Fashion follows electronics as a major category, propelled by influencer marketing and hassle-free return policies. Furniture and home décor sales grow steadily as augmented-reality previews alleviate size and style uncertainties. Beauty, toys, and DIY niches thrive on subscription models and content-driven engagement that deepens customer loyalty.

Geography Analysis

Skopje and its metropolitan area accounted for roughly 60% of e-commerce turnover in 2024, reflecting higher broadband penetration and disposable income. Same-day logistics coverage enhances customer satisfaction in the capital, making it the bellwether for consumer expectations. Secondary cities Bitola, Ohrid, and Kumanovo are recording double-digit annual growth as network infrastructure upgrades reduce delivery times.

Rural participation is rising from a low base due to extended postal networks and the government’s rural connectivity programs under Smart Society 2025. However, fragmented address databases still hamper precise geolocation, prompting logistics providers to invest in GIS mapping and community collection points. The Open Balkan initiative opens broader regional demand pools; merchants in Skopje now fulfil Serbian and Bulgarian orders within two days, reinforcing the country’s role as a regional node.

Tourism corridors such as Lake Ohrid amplify cross-border spending on souvenirs and local products ordered online post-visit. Foreign direct investment in warehousing and fulfilment centres near Skopje International Airport is increasing capacity to manage rising parcel volumes. Over the forecast period, a balanced spread of infrastructure projects is expected to narrow urban-rural disparities and deepen national market penetration.