PREKOGRANIČNA DIGITALNA TRGOVINA/E-COMMERCE U BOSNI I HERCEGOVINI I IZAZOVI USKLAĐIVANJA S EU TRŽIŠTEM

Abstract

Electronic commerce has emerged as one of the fastest-growing segments of the global economy, with particular importance for small and medium-sized enterprises Cross-border e-commerce in the region brings numerous opportunities for market expansion, but at the same time poses a range of challenges regarding alignment with EU standards. Key areas of EU regulation emphasize consumer protection, VAT frameworks, and the complexity of payment systems, to which Bosnia and Herzegovina must adapt in order to foster the growth of its trading enterprises. The main challenges of cross-border digital trade are legal barriers, customs procedures, high logistics costs, and limited consumer trust. This paper analyzes the current state of digital commerce development in Bosnia and Herzegovina and identifies the obstacles to its integration into the EU market. The research part of the paper includes a survey among consumers and companies about their experiences with cross-border online shopping. The findings provide the basis for policy and business recommendations aimed at enhancing digital trade practices. Moreover, the research enables a comparative insight into Bosnia and Herzegovina’s market and the practices of the European Union. Overall, the study contributes to a better understanding of how digital commerce can serve as a strong driver of regional economic integration.