Why the “Skeptics” are wrong and how smart Albanian businesses are gaining the trust of the market.
“Albanians don’t shop online.”
I hear this sentence all the time. As a digital marketing expert at bos.al , I meet new business owners and entrepreneurs every day, and I completely understand where this fear comes from. You look at the market, you see people who want to touch the material before they buy it, you see the dominance of physical money (cash) and ask yourself: Is the investment worth it?
The short answer is Yes. The long answer is: Yes, but not in the way you think.
After years of agency experience leading clients from zero to success, here’s the truth about the Albanian consumer and how you can convince them to press the “Order” button.
The problem isn’t the Internet. It’s the fear of fraud.
The biggest challenge we face in agencies isn’t about technology; it’s about trust .
In Albania, we have a specific “trauma”: we order a dress or garment that looks high fashion in the photo, but when it arrives it looks like cheap cloth. This gap between “expectations and reality” has made the Albanian buyer skeptical.
My experience: I’ve seen that consumers aren’t afraid of the internet; they’re afraid of being lied to.
- Solution: If you sell clothing (which is the most popular online business in Albania), stock photos (taken from the internet) are your enemy. The strategy we apply is Social Commerce —Real videos on TikTok, unedited photos on Instagram, and real customer reviews.
- Lesson: When people see reality , they open their wallets.
Albanian Model: Instagram is the New “Shop”
If you’re expecting everyone to use credit cards on a complex website (.com), you’re waiting for a future that’s not quite here. But if you look at Instagram and TikTok, the market is exploding.
Case Study: I remember a client who came to us with only one physical store. They were convinced that customers should walk in the door to make a purchase. We didn’t force them to build a giant system right away. Instead, we focused on where the attention was.
- Change: We moved the sales strategy to Instagram.
- The result: Within 6 months , the majority of their shoppers were coming from Instagram, not the sidewalk. They not only survived the transition, but outgrew their brick-and-mortar store.
For boutique stores in Albania, your Inbox (DM) is your checkout.
Do you need a guide on how to open an online store?
We have a guide on how to open an online store in Albania at Bos.
Cash on Delivery is still King
Many “gurus” will tell you that you need fully automated card payments. But my experience in the local market tells a different story. The “Cash on Delivery” system is not a barrier; it is the bridge that allows skeptical Albanians to buy with confidence.
By accepting cash, you remove the risk for the buyer. Once you deliver a quality product and they pay you cash, you earn their trust. Next time, they may pay by card. But first, you have to earn the right one.
Expertise wins over “Cheap” pricing every time
There is a myth that online shoppers in Albania only want the cheapest item. Our data proves otherwise.
The Home Products Surprise: We managed a company that sold home products in a highly saturated market with competitors selling cheaply. Logic dictates that the cheapest seller wins, right? Error.
This company positioned itself as an expert . We didn’t just post the product; we posted how to use it, why it was better, and the science behind it.
- Bottom line: This became an unexpected “best-seller.” People chose the expert over the cheap alternative because, in a world of online fraud, Authority = Safety.
The Future: AI and the Expectation of Speed
The market is changing faster than ever. In recent years, I have noticed a shift where consumers are using AI models and advanced research to make decisions, before they even talk to you.
My prediction: An online presence is no longer a “nice to have.” It’s key to business survival. In the near future, if a customer can’t find you, verify you, and judge your expertise online, you simply won’t exist to them.
cONcluSiON
So, “Will people buy online ?”
They’re already buying. But they’re not buying from anonymous websites with fake photos. They’re buying from brands that show real content , engage on social media , and demonstrate expertise .
If you’re a business owner who still has doubts, let the portfolio of our agency, bos.al , be your proof: The question is not whether they will buy, but who they will buy from. Will it be you, or your competitor who started posting on TikTok today?
