E-commerce development study and future expectations in Albania

Buçpapaj, Etla

The aim of this master thesis is to analyze the local Albanian market of e-commerce and to determine the customer behavior of Albanians toward local e-commerce providers. Several studies have been conducted for developed countries. However, there is a research gap in the same studies regarding the developing countries. That is the reason why this thesis considers one of the smallest and on continues developing countries of Europe: Albania. In a fast growing globalized world where the internet is a leading engine, e-commerce is a must for businesses that want to compete and retain customers. Local businesses struggle every day to survive and to have profit in an economy which is globally oriented, and the movement of goods is easier than ever. A questionnaire was designed online using Google form and was distributed online via a social network as the target respondents are online customers. There were 300 relevant answers received from 19-25 March 2017. There is also included a case study in this thesis, analyzing one of the biggest local e-commerce providers in Albania which offers B2C and B2B sales. The results of the questionnaire and the case study show that the customer behavior is influenced by various factors: lack of trust, national culture, online shopping experience, exposure to the internet, infrastructure, family, marketing, etc.

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