Albanian businesses are increasingly using the internet as a sales channel, placing Albania second in the Western Balkans. At a time when online trade has declined in most economies across the region, Albania recorded significant growth in 2025.
Online trade is gaining ground among Albanian businesses. In 2025, 26% of companies in Albania sold goods or services online, compared with 19% a year earlier. In absolute terms, around 36,000 businesses had online sales through internet platforms active last year.
Figures from the Regional Cooperation Council rank Albania second in the Western Balkans, behind Serbia, where 27% of businesses sell online. Albania’s growth comes at a time when the regional trend is moving in the opposite direction.
On average, only 20% of businesses across the six Western Balkan economies sell online. Albania is followed by North Macedonia at 23%, Montenegro at 18%, Kosovo at 13%, and Bosnia and Herzegovina at around 10%.
The most significant change can be seen when compared with the previous year. In 2024, Albania was 8 percentage points below the regional average. One year later, the situation has reversed, with the country standing 6 percentage points above the Western Balkans average.
Serbia and North Macedonia also recorded growth, while the sharpest declines were registered in Bosnia and Herzegovina and Kosovo.
The data therefore show that Albanian businesses are increasingly taking advantage of online channels to expand sales and maintain closer ties with consumers.
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