The e-commerce sector in Montenegro is advocating for a significant revision of the nation’s online trade regulations as digital shopping continues to gain traction and authorities aim for alignment with European Union standards. A newly formed e-commerce group within the Chamber of Economy of Montenegro is set to propose amendments to the existing Law on Electronic Commerce, which has been in place since 2013 and does not reflect the current dynamics of the marketplace and platform economy.
This group consists of 13 companies, spearheaded by leaders from Glovo Montenegro and Ananas Montenegro. The main focus areas for this initiative include establishing clearer guidelines regarding marketplace responsibilities, ensuring proper identification of online vendors, addressing consumer complaints, enhancing advertising transparency, and regulating unregistered sellers.
The push for reform coincides with a marked increase in online shopping habits among consumers. Data indicates that in 2025, 31.5% of surveyed individuals reported purchasing goods or services online within the last three months, up from 19.9% in 2021. Additionally, a total of 62.4% of respondents acknowledged having made an online purchase at some point.
This rapid growth is heightening the demand for updated regulations that were initially crafted for a much smaller digital market. The evolving landscape now features large platforms, local retailers, delivery services, and payment providers operating within a complex ecosystem that encompasses both domestic and cross-border transactions.
For established businesses, stricter regulations could foster fairer competitive conditions by imposing equivalent tax, consumer protection, and disclosure requirements on informal sellers. Conversely, marketplaces may encounter increased compliance costs if they are mandated to verify sellers more rigorously or assume greater accountability for products and services sold through their platforms.
Furthermore, Montenegro is preparing to align its digital framework with the EU’s Digital Services Act, which introduces broader obligations for online intermediaries and platforms. This context suggests that the forthcoming domestic regulatory overhaul may extend beyond mere technical amendments to encompass a comprehensive restructuring of Montenegro’s digital commerce regulations.
The central concern for businesses now revolves around the pace at which online retail operations, marketplace functionalities, and consumer protection systems will need to evolve to meet EU-style standards.
