Empowering Women-owned and Minority-owned Businesses in Kosovo through e-commerce
07/03/2025
Today, GAP Institute published its research report titled "Empowering Women-Owned and Minority-Owned Businesses in Kosovo through e-commerce". This publication provides an analysis of e-commerce usage among micro, small, and medium women-owned and minority-owned businesses in Kosovo. The findings are based on data collected through a comprehensive survey with 757 businesses, as well as insights from focus groups and individual interviews with the owners of these businesses.
The findings show that 57% of women-owned businesses and 56% of minority-owned businesses in Kosovo have an online presence. However, not all of them utilize this opportunity for e-commerce, with just 28% of women-owned businesses and 49% of minority-owned businesses engaging in online sales. Social media platforms remain the primary tools for promotion and customer interaction.
Most women-owned and minority-owned businesses involved in e-commerce operate within the wholesale and retail sectors. Regarding revenue generation, the survey findings indicate that these businesses generate less than 25% of their total income through e-commerce. Although they are increasingly participating in e-commerce, their revenue growth remains relatively low.
The report also highlights that the COVID-19 pandemic significantly accelerated the adoption of e-commerce practices, with integrated platforms helping to improve visibility and boost sales for a considerable number of businesses. The report emphasizes the ongoing need for support in areas such as digital marketing, website development, and enhancing social media management skills.
GAP Institute calls for action from local and international institutions to support these businesses through tailored training programs, subsidies for professional marketing services, and facilitating partnerships with e-commerce platforms. These measures will help economically empower women and minority communities, contributing to a more inclusive and sustainable economy in Kosovo.
The full report can be accessed by clicking HERE.
