Online shopping in Kosovo: When cheap price costs too much

What used to serve primarily as a space to connect with friends has now also been transformed into a digital marketplace. Countless social media users in Kosovo put their products online, without any regulations, warranties or liability. Consequently, it often happens that their buyers get something different from what they see.

"The T-shirts had neither the color, nor the material, nor the model, nor the size as in the photograph," a buyer who will be identified only as Arben tells Radio Free Europe. Attracted by the beautiful advertisement and the affordable price, Arben says he bought two T-shirts. But, when he accepted the package, he felt disappointed.

"The difference was extremely big with the pictures," he says.

Arben says that he contacted the Facebook page several times from where he received the order, but that he did not receive a response. Through online messages, he was also contacted by Radio Free Europe, to ask him about the address of the store, but still - without answer. The site has over 20k followers and no address or phone number.

"All products are 100% as in the photographs", he writes in the description he has.

REL also contacted the post office that delivered the order to Arben, but its representatives said that they have no right to share information about the sellers and that they are only responsible for the distribution. This case is not isolated. The Ministry of Industry, Trade and Entrepreneurship (MINT) of Kosovo confirms to Radio Free Europe that from January 1 to March 13 of this year, they have received 104 complaints for the category "online shopping".

During the past year, meanwhile, this ministry has received 363 complaints against operators operating in electronic markets, most of which were related to the non-return of goods. The Central Market Surveillance Inspectorate, which operates within the MINT, is also responsible for supervising online sales. However, the authorities admit that controlling online sites is difficult, as inspectors do not have direct access to the premises where these businesses operate.

"The anonymity of the sellers, the use of many platforms and the concealment of identity, using fake pages and names, as well as incorrect addresses, makes it impossible to inspect and legally prosecute these entities," says the Inspectorate's response to Radio Free Europe.

Due to these challenges, the Inspectorate says that it forwards citizens' complaints to the Kosovo Police. However, the latter did not provide any information on the measures taken to ban these practices. Both the Inspectorate and social media experts call on consumers to be careful when shopping online, as there is a risk of fraud, especially in terms of product quality.

Before making a purchase, they advise consumers to verify the seller's credibility, by checking their identity, physical address, phone number, and registration with the Business Registration Agency (KBRA). Social media expert, Dardan Hasku, says that payment should not be made before the product is verified.

"The good thing about all this is that payments are not made by bank card, but by cash, after receiving the product. Customers can ask the post office to allow them to see the product before paying. If the product does not match the order, they have the right to refuse it," Hasku tells Radio Free Europe.

To raise awareness on the risks of online shopping, MINT has distributed some informative materials for consumers.

"While accepting the goods, do not pay without opening the package to ensure that you are receiving the ordered product. Also, request that the payment be accompanied by a fiscal coupon," says a MINT brochure.

Radio Free Europe asked Kosovo's Tax Administration if these businesses pay tax and if they are inspected, but, by the time of publication of this article, it did not receive a response. According to the laws in force, every online seller is obliged to send the tax coupon to the customer, along with the product. It is estimated that online shopping in Kosovo has gained momentum since the outbreak of the COVID-19 pandemic, in 2020, and so on.

But, such purchases have increasingly become an integral part of everyday life everywhere in the world. In 2023, in the European Union, 75% of internet users aged 16 to 74 have purchased goods or services online. Statistics show that the shares of e-shoppers have risen from 53% in 2010 to 75% in 2023. Online consumers in the EU have several rights, including the right to clear information about the product or service, the right to cancel the purchase within 14 days, and the right to a refund./REL