E-commerce development opportunities and limitations from the Generation Z perspective of Poland and Albania

The aim of the study was to identify challenges for the development of the e-commerce industry in Poland and Albania and to explore their directions and limitations in the opinion of young people. The study was formed by a literature review for qualitative research purposes and took an analysis approach through a survey method among students from the economic and management faculties. Respondents aged 18–30 participated in the survey from the reputedly more tech-savvy ʻGeneration Zʼ demographic group. The data obtained shows that the e-commerce industry, both in Poland and Albania, is undergoing significant changes and that the pandemic has accelerated these. Many established companies were those that trade on the Internet or offer e-services. Respondents indicated many benefits of running a business on the web; notably, the convenience of selling and lower operating costs. This form of running a business is attractive to younger people. However, they acknowledge some limitations. The most important barrier is high competition in the market and a lack of innovative ideas that would otherwise allow them to break into the market. Significantly, Albania has seen the development of its technological infrastructure, as well as the building of consumer confidence in this type of transaction. Taking into account the forecasts for e-commerce development for Poland and Albania, there is a need for up-to-date information on ways of setting up and running e-businesses. Expertise in this field is needed, as are qualified teaching and academic staff with sufficient knowledge of the evolving e-business environment.