Wave 3 · beyond the EU
Selling in Bosnia and Herzegovina: distributors, retail and marketplaces
Bosnia and Herzegovina is an EU candidate country between Croatia, Serbia and Montenegro. The market is smaller than Serbia, but buyers understand offers in Bosnian, Croatian and Serbian, and many of them already import from China, Croatia and Serbia. The local currency, the convertible mark, is pegged to the euro, so euro prices are easy for buyers to compare.
We serve Bosnia and Herzegovina on request, from our team in Poland, through local importers or regional distributors from Croatia and Serbia, after checking the rules for your product in the market assessment.
How B2B buying works in Bosnia and Herzegovina
Buyers are importers and distributors in Sarajevo, Banja Luka, Mostar and Tuzla, wholesale companies, DIY, home and electronics retailers, online shops, builders, installers and workshops. Many companies are family-owned and medium-sized. They buy in smaller volumes than Western European chains, but they decide quickly and are loyal once a supplier proves reliable.
The country has two entities, the Federation of Bosnia and Herzegovina and Republika Srpska, plus the Brčko District, and buyers often focus on one part of the country. Some products reach the market through Croatian or Serbian distributors who also cover Bosnia and Herzegovina; others are imported by local companies directly. We check which route works for your category.
Online retail is growing. Local platforms such as OLX.ba and online shops such as eKupi.ba are among the best-known names, and many web shops buy from local importers. Buyers want samples, prices in euro or convertible marks, and fast answers.
What Chinese suppliers often get wrong
A common mistake is to treat Bosnia and Herzegovina as part of the EU or as part of Croatia. It is not an EU member, so goods are cleared through Bosnian customs and import VAT is paid on entry. Product information must be translated into the languages of the country and attached to the product before it is placed on the market, and technically complex products need instructions and warranty information. National rules are increasingly aligned with EU standards, and EU test reports are usually a strong basis, but they do not replace local requirements. We check them per product.
How we approach Bosnia and Herzegovina
Our team in Poland researches importers in Bosnia and Herzegovina and regional distributors in Croatia and Serbia that already sell your category there. We prepare the offer in English and in a local language, and follow up every contact. Import and local steps are handled with the importer. Contracts with buyers are signed in your name, and every introduced buyer is registered in the shared CRM. See distributor search.
Sales channels in Bosnia and Herzegovina
We choose the channels that fit your product, price level and order size.
Importers and distributors
Companies in Sarajevo, Banja Luka, Mostar and Tuzla that import, clear customs, hold stock and supply retailers.
Regional distribution
Distributors in Croatia and Serbia that also supply Bosnia and Herzegovina.
Retail chains
DIY, home, electronics and children’s chains, including regional chains from neighbouring countries.
Online retail
OLX.ba, eKupi.ba and web shops of local retailers.
Construction and installers
Builders, installers and workshops buying building products, tools and equipment.
Wholesale trade
Wholesale companies supplying small shops and kiosks in each region.
Selling in Bosnia and Herzegovina: what to know
| Topic | What to know |
|---|---|
| Language of offers | English for first contact; Bosnian, Croatian or Serbian for product information and labels, which must be attached before the product is placed on the market. |
| Currency and payment | Convertible mark (BAM), pegged to the euro; import prices are often in euro. Deposits or payment before shipment are common with new buyers. |
| VAT | 17% single rate, paid on import. |
| Product rules | Same rules for domestic and imported goods; national standards body is a member of CEN and CENELEC and rules are increasingly aligned with the EU. Labels must show the importer and country of origin. |
| Customs | Outside the EU customs union: the local importer clears goods and pays import VAT. |
| Trade fairs | International Economy Fair in Mostar, every April (14–18 April in 2026, about 900 exhibitors from 27 countries). |
| How we serve it | On request, from our team in Poland, through importers in the country or regional distributors; goods move by road through Hungary and Croatia; contracts in your name. |
Strongest categories for Bosnia and Herzegovina
Industries where importers in Bosnia and Herzegovina regularly look for suppliers.
Frequently asked questions
Is Bosnia and Herzegovina in the EU?
No. It is an EU candidate country with its own customs and product rules. Goods are cleared by a local importer, who pays 17% import VAT.
How do I find distributors in Bosnia and Herzegovina?
We research local importers and regional distributors from Croatia and Serbia that already sell your category in the country. You receive a short list with notes, and every introduced buyer is registered in the shared CRM.
What language should offers and labels be in?
English works for first contact. Product information for consumers must be in the languages of the country: Bosnian, Croatian or Serbian. These languages are very close, so one well-prepared version is often accepted, and we check this with the importer.
Do I need a local company?
No. Local importers buy from your factory and handle customs, VAT and local requirements. Contracts are signed between your factory and the buyer.
Is Bosnia and Herzegovina worth it for a Chinese factory?
It can be a good addition to sales in Croatia or Serbia, with lower competition and buyers who already import from China. Orders are usually small. The market assessment shows whether your category has enough buyers.
Start selling in Bosnia and Herzegovina
Send your catalogue and prices. We reply within one working day and tell you which buyers, routes and local steps fit your product in Bosnia and Herzegovina.
Apply for European sales
Tell us what you make and where you want to sell. Within one working day we reply with a first view of your chances in Europe and the next step.
- Reply within 24 hours on working days
- Write in English or Chinese
- No fee until you accept a written proposal
- Emailcorp@longmeniq.com
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