There is a big gap between developed countries and developing ones in utilizing e-commerce. In this paper, we examine the growth barriers of e-commerce in developing countries in comparison to the e-commerce situation in developed ones, by conducting a comparative analysis of e-commerce in Macedonia and Serbia opposed to Germany, as a developed country. We review the basic features of the economies and e-business practices found in Macedonia, Serbia, and Germany; assess the most important legislation on e-commerce in the three countries; consider rules, regulations and working conditions for e-retailers; conditions for working with banks; payment types and payment processors; domain legislation and hosting solution; e-commerce software solutions; marketing activities and delivery services with post-sale customer care. What can be concluded from this analysis is that developing countries must follow the positive example set by the developed European countries. Furthermore, first measures must be contingent to the country’s environment and culture. We list several recommendations that Macedonia, Serbia, and other developing countries should follow in order to develop their e-commerce sector, regarding public awareness about the advantages that e-commerce and digital economy in general bring, about the legislation and support services that e-commerce needs in its service delivery.
E-commerce, developing countries, Germany, Serbia, Macedonia