In his column for InStore Magazine, Branko Azeski writes that Macedonia does not suffer from a lack of digital connectivity. The real challenge, he says, is how to transform that connectivity into economic value. Companies that recognize this transition as a strategic opportunity rather than an operational obligation will be the ones that shape the future of retail in the country.

E-commerce can easily remain merely an “additional channel” instead of becoming a driver of new growth.

First, e-commerce must be treated as a profit center with clearly defined goals, rather than as a marketing tool.

Second, investments are needed in customer experience — from simple ordering procedures to personalized offers based on analytics, as well as, of course, efficient delivery services.

Third, fintech solutions and e-government services should be developed in parallel in order to reduce friction in payments and strengthen trust in digital transactions.

Projections show that the market could reach €650–700 million in the coming years if institutional and business barriers are removed. However, that growth will not happen automatically. Part of the value could be captured by regional or global platforms that already benefit from scale and technological superiority.

The full column is available at the following link: https://instore.mk/category/mislenja-i-komentari/1407049