As a US-based Amazon seller, you operate in a large market projected to grow by 9.9% this year. For sellers looking at avenues for new growth, recent data from the Balkan eCommerce Summit suggests a significant opportunity in Central and Eastern Europe.
The eCommerce market in this region is projected to reach €124 billion this year, with cross-border eCommerce growing at 15% annually.
A 2024 CEE survey shows that 57% of consumers in Eastern Europe purchase from cross-border stores. This indicates an established consumer behavior and an existing customer base for international products.
Market Adoption and Potential
Data from individual Balkan countries highlights the potential for market growth. In Bulgaria, for example, 85% of the population uses the internet, but only 50% currently shop online. This suggests a large, digitally-active population that has yet to adopt eCommerce.
The rate of adoption in the region is also notable:
Country-Specific Growth
- Greece: The percentage of the population who shop online increased from 39% to 58% between 2019 and 2024, with the market’s value growing to €18.2 billion.
- Romania: Over the same period, the share of e-shoppers in the population increased from 23% to 55%.
- Bulgaria: B2C eCommerce turnover has grown from €0.9 billion to €2.34 billion in the last five years.
Considerations for Your US Business
The data presents a clear contrast. While the domestic US market offers stable growth around 10%, there is an opportunity to expand into a European cross-border market growing at 15% annually, where a majority of consumers already purchase from international sellers. This suggests a strategic consideration for expansion. With services like Amazon’s Pan-European FBA, logistical challenges are more manageable than in the past. The numbers indicate that the Balkans present a significant opportunity to diversify sales and reach an existing base of cross-border shoppers.
