ONLINE BUYING HABITS IN THE REPUBLIC OF NORTH MACEDONIA
ONLINE BUYING HABITS IN THE REPUBLIC OF NORTH MACEDONIA

Summary/Abstract: The paper examines the rise of e-commerce trends in the past few years, with a specific focus on online purchasing behaviour in the Republic of North Macedonia. Ecommerce has seen dramatic increase in 2020, especially with the emergence of the COVID-19 pandemic which influenced consumers towards online shopping. Statistics demonstrate that in the following years we can expect this rate of growth to continue, making e-commerce an option for all types of businesses and industries. These trends are also evident in the Republic of North Macedonia, where e-commerce sales have increased by more than 50% comparing 2019 to 2020. Through primary and secondary data, the research in the paper focuses on establishing online buying habits by consumers in the Republic of North Macedonia. Primary data was obtained through a survey questionnaire, through a stratified twostage random sample, consisted of 202 respondents, aged from 18 to 58 years. Main findings demonstrate that e-commerce is most prominent in younger age groups, with the COVID-19 pandemic influencing more respondents from the older age groups to make their first purchase online. Social media plays a significant role in online buying behavior, which can also be expanded to customer support as well. Companies can greatly benefit by introducing e-commerce as an additional channel and utilize social media to interact with potential and existing clients.

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