This Honors project looks the opportunities for online business in Kosovo, specifically e-commerce. As Kosovo is the country with the highest number of internet users in the Balkans, online business is at a competitive advantage to thrive. This project analyzes the opportunities offered to businesses to thrive in online trade, both within Kosovo and in the region. Businesses of all sectors are quickly understanding the importance of online presence, especially given a handful of successful cases that have already established e-commerce platforms. This project considers the perspective of the customer and that of the business in terms of online shopping in the conditions offered in Kosovo today. Specifically, it considers the type of products in demand, problems encountered with online shopping, and opportunities as evaluated from respondents, and analyzes the most popular online shopping platforms for Kosovars. The project uses a mixed approach analysis combining qualitative and quantitative research techniquess. The qualitative approach is based on literature review and in-depth interviews with businesses that have established e-commerce websites. The quantitative section focuses on findings from a survey with 312 respondents, with the majority of the sample being online shoppers. Based on the collected data, Kosovo has potential for successfully developing online businesses. In terms of demand, priority should be given to technology and textile sectors. In terms of issues, priority should be given to payments security, transportation, and product quality.

Publication Date


Document Type

Senior Project

Student Type



Venera Demukaj

Advisor/Committee Member

Alex Butler


RIT Kosovo