Montenegro flag Montenegro: Buying and Selling

E-commerce in Montenegro


Internet access
According to the Statistical Office of Montenegro, in 2017 there were 439,624 internet users in the country, making the penetration rate 69.9%. In 2017, 70.6% of households in the country had internet access, a rate that increased 0.8% in relation to previous year. Additionally, 68.9% of the population have internet access on their mobile phones. Most accommodation providers, as well as many bars and cafes, offer free wireless connections. The rate of people connected to the internet is higher in urban areas than in rural ones, with 76% of households in urban areas and 59.7% of rural households having internet access at home. In January 2018, Crnogorski Telekom (the leading telecommunications operator in the country) and the government signed the Memorandum of Understanding and Cooperation for Digital Montenegro, in order to improve the efficiency of digital services, with fast broadband coverage at 30 Mb/s for 100% of population and ultra-fast broadband for 50% of households by 2020. Currently, only 6.6% of internet subscribers have fast broadband access of at least 30 Mb/s, which is much lower than the European average of 27%. As of September 2018, the most popular search engines in the country by market share were Google (97.33%), Yahoo! (1.58%), Bing (0.7%), and YANDEX RU (0.21%). As for browsers, the most popular ones were Chrome (73.46%), Safari (10.18%), Firefox (5.37%), Samsung Internet (4.66%), Opera (2.4%), and Android (1.36%).
E-commerce market
Due to increased consumer awareness and the demand for products, B2C sites have grown in the past few years, but 75.8% of the population have never bought goods over the internet and just 25% of businesses receive or place orders online, according to MONSTAT. In 2017, just 13% of population purchased online, according to Eurostat. The most popular goods purchased over the Internet are clothes and sports goods, with 77.7% of online shoppers having bought at least one article of that category in 2017. Holiday accommodation is the second most popular category (22%), followed by films and music (10.9%), medicines (7.5%), video games and other computer software (5.3%). Nowadays there are websites for online banking, bill settlement, consumer products and grocery shopping. Since June 2014, the most prominent online payment system in the world, PayPal has been available in Montenegro. Most people buy from EU countries or sellers from around the world, and national websites aren't very popular, with only 29.1% of online shoppers making purchases from local websites in 2017. Most users prefer buying at global web stores such as Aliexpress, Ebay, Etsy and ASOS, but some of the top local e-commerce websites in Montenegro include,, and

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Latest Update: May 2024