Assessment of Current Buyer Behavior in Market

E-Commerce is in its infancy in Albania.  Although an increasing number of domestic retailers are introducing on-line shopping and number of internet users has grown significantly during the last few years, fueled also by COVID-19, Albanian buyers generally prefer to visit shops and the use of electronic payments is rare.

Albania is a predominantly cash economy, a major factor hampering faster development of e-commerce.  Cross border e-shopping remains in the early stages too, due to the low use of credit cards, low purchasing power, and the high cost of shipping. Additionally, many foreign online merchants either do not ship to Albania or charge prohibitively high shipping charges. In 2016, the GOA reduced from 150 euros to 22 euros the de minimis amount, which had a negative impact on cross-border online shopping.

Local eCommerce Sales Rules & Regulations

The E-commerce Law 10128, the Electronic Signatures Law 9880 along with the law on Consumer Protection 9902 comprise the legal framework regulating the e-commerce activities in Albania. There is no need for a license to conduct e-commerce. 

Local eCommerce Business Service Provider Ecosystem

E-commerce is offered by a limited number of domestic merchants. Although the use of credit cards is growing, their use is limited outside of major hotels, restaurants, and department stores.

The use of cell phones to pay for goods and services is developing but not widespread. The use of mobile phones is currently limited for mobile banking and is used mostly by businesses while the limited pool of individual users uses it only to pay utility bills.