Grocery market in Montenegro

The Montenegrin Grocery eCommerce market is predicted to reach US$5.8 million by 2024 and accounts for 5.6% of the total eCommerce market in Montenegro. It is expected to increase over the next years. The expected compound annual growth rate for the next four years (CAGR 2024-2028) will be 13.0%, resulting in a projected market volume of US$9.4 million by 2028. Within the Grocery market ECDB considers the following two sub-markets: Food and Beverages.

Market development

eCommerce revenue development in the Beverages market in Montenegro

The Montenegrin Beverages eCommerce market is predicted to reach US$2.6 million by 2024 and accounts for 45.2% of the Grocery eCommerce market in Montenegro. It is expected to increase over the next years. The expected compound annual growth rate for the next four years (CAGR 2024-2028) will be 13.8%, resulting in a projected market volume of US$4.4 million by 2028. The Beverages eCommerce market is a sub-market of the Grocery market. Further categories within the Grocery market are: Food.

eCommerce revenue development in the Beverages market in Montenegro

in million US$

Note: Market revenue represents B2C sales of physical goods including VAT. It excludes B2B sales, C2C sales, returns, compensation for damaged or missing goods, any discounts granted and services. Data shown is using current exchange rates.

Source: ECDB analysis

eCommerce revenue growth in the Beverages market in Montenegro

in %

Note: Market revenue represents B2C sales of physical goods including VAT. It excludes B2B sales, C2C sales, returns, compensation for damaged or missing goods, any discounts granted and services. Data shown is using current exchange rates.

Source: ECDB analysis

Net eCommerce revenue split by sub-category

in %

Note: Data shown is using current exchange rates.

Source: ECDB analysis

201720182019202020212022202320242025202620272028
Revenue (in mUS$)0.00.00.00.00.00.00.00.0
Growth (in %)15.460.167.954.133.049.526.747.3
as of Grocery (in %)28.525.623.624.625.926.025.525.024.524.123.623.2

Online share

eCommerce online share of the total Beverages market in Montenegro

The online share refers to the proportion of the retail volume that is transacted via the Internet. It includes purchases via desktop PC, tablet or smartphone, both via website or app. Only retail of physical goods is taken into account. In the Montenegrin Beverages retail market, the online share is 1.1% and will increase by an average of 37.1% to 4.0% by 2028.

eCommerce online share of the total Beverages market in Montenegro

in %

Note: Data shown is using current exchange rates.

Source: Statista Market Insights , ECDB analysis

20202021202220232024202520262027
Online share (in %)44.6%81.2%20.8%88.5%58.3%38.4%18.6%4.0%

Market definition

Definition of the Beverages market within the Grocery market

Market definition: Grocery > Beverages The category Beverages covers the sale of alcoholic beverages (e.g. wines, liquors, beers) and non-alcoholic beverages (e.g. water, juices, coffee). This category does not cover restaurant or bar pick-up and nutritional drinks (e.g. meal replacement shakes, protein shakes). All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

In-scope

  • Alcoholic beverages (e.g. wines, liquors, beers)
  • Non-alcoholic beverages (e.g. water, juices, coffee)

Out-of-scope

  • Restaurant or bar pick-up
  • Nutritional drinks (e.g. meal replacement shakes, protein shakes)

Market comparison

The Montenegrin Beverages market in a global comparison

Market comparison by growth, online share, and revenue in 2023

in %

Source: ECDB analysis

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