OCDE - Western Balkans Enterprise Survey

OECD Global Relations Policy Papers Western Balkans Enterprise Survey Navigating the digital and green transition Volume 2026, Issue 62 

WESTERN BALKANS ENTERPRISE SURVEY © OECD 2026

As geopolitical tensions and conflicts continue to test the resilience of the global economy, the twin green and digital transitions have become essential for firms seeking to manage shocks and adapt to profound structural change. This report presents findings from a survey of more than 800 firms across the Western Balkans, assessing their readiness to engage in this transition. It examines enterprises’ capacity to adopt and integrate digital technologies, identifies key barriers to digital transformation, and evaluates progress, challenges, and opportunities in improving resource efficiency and advancing decarbonisation. The findings, complemented by key policy priorities, provide evidence-based insights to support Western Balkan policymakers in strengthening competitiveness and fostering sustainable private sector development in the face of ongoing shocks and long-term transformation.

Keywords: private sector development; green and digital transition; economic convergence; Western

Balkans

JEL codes: O33, O38, Q56

CONTACT Umur GÖKÇE ( umur.gokce@oecd.org). Abstract 3

WESTERN BALKANS ENTERPRISE SURVEY © OECD 2026

This work is issued under the responsibility of the Secretary-General of the OECD, and does not necessarily reflect the official views of OECD Member countries. This document and any map included herein are without prejudice to the status of or sovereignty over any territory, to the delimitation of international frontiers and boundaries and to the name of any territory, city or area.

Kosovo: This designation is without prejudice to positions on status, and is in line with United Nations Security Council Resolution 1244/99 and the Advisory Opinion of the International Court of Justice on Kosovo’s declaration of independence.

rather than measurement alone. 14 This figure represents the sum of those firms who are already doing carbon disclosure (5%) and those who reported being aware but not yet doing it (49%). 15 This figure represents the sum of those firms who are already doing carbon disclosure (14%) and those who reported being aware but not yet doing it (22%). 14 Calculated by summing together those that responded ‘Micro-business’ and ‘Self-entrepreneur’.OECD Global Relations Policy Papers Western Balkans Enterprise Survey Navigating the digital and green transition Volume 2026, Issue 6 As geopolitical tensions and conflicts continue to test the resilience of the global economy, the twin green and digital transitions have become essential for firms seeking to manage shocks and adapt to profound structural change. This report presents findings from a survey of more than 800 firms across the Western Balkans, assessing their readiness to engage in this transition. It examines enterprises’ capacity to adopt and integrate digital technologies, identifies key barriers to digital transformation, and evaluates progress, challenges, and opportunities in improving resource efficiency and advancing decarbonisation. The findings, complemented by key policy priorities, provide evidence-based insights to support Western Balkan policymakers in strengthening competitiveness and fostering sustainable private sector development in the face of ongoing shocks and long-term transformation.

or area.

Kosovo: This designation is without prejudice to positions on status, and is in line with United Nations Security Council Resolution 1244/99 and the Advisory Opinion of the International Court of Justice on Kosovo’s declaration of independence.

Photo credits: Cover © Nagel Photography/Shutterstock.com.

© OECD 2026

Attribution 4.0 International (CC BY 4.0) This work is made available under the Creative Commons Attribution 4.0 Int ernational licence. By using this work, you accept to be bound by the terms of this licence (https://creativecommons.org/licenses/by/4.0/). Attribution – you must cite the work. Translations – you must cite the original work, identify changes to the original and add the following text: In the event of any discrepancy between the original work and the translation, only the text of original work should be considered valid. Adaptations – you must cite the original work and add the following text: This is an adaptation of an original work by the OECD. The opinions expressed and arguments employed in this adaptation should not be reported as representing the official views of the OECD or of its Member countries. Third-party material – the licence does not apply to third-party material in the work. If using such material, you are responsible for obtaining permission from the third party and for any claims of infringement. You must not use the OECD logo, visual identity or cover image without express permission or suggest the OECD endorses your use of the work. Any dispute arising under this licence shall be settled by arbitration in accor dance with the Permanent Court of Arbitration (PCA) Arbitration Rules 2012. The seat of arbitration shall be Paris (France). The number of arbitrators shall be one. Disclaimer4 

WESTERN BALKANS ENTERPRISE SURVEY © OECD 2026

This policy paper was prepared by the OECD South East Europe Regional Programme of the OECD Global Relations and Co-operation Directorate (GRC), as part

Disclaimer4 

WESTERN BALKANS ENTERPRISE SURVEY © OECD 2026

This policy paper was prepared by the OECD South East Europe Regional Programme of the OECD Global Relations and Co-operation Directorate (GRC), as part of the Digital and Green SMEs project. The paper was prepared under the guidance of Marzena Kisielewska, Head of the OECD South East Europe Division. The survey was designed and undertaken by Hana Aljević, Dafina Marashi, Marijana Petrović (all from the OECD South East Europe Division) and Vukan Joki ć (formerly OECD South East Europe Division ), with support from Marta Lasheras Sancho (OECD SME and Entrepreneurship Division). Cameron Gethings (OECD South East Europe Division) led the work on data collection and data analysis. The paper ’s preparation was led by Umur Gökçe and Stephanie Lizzo (OECD South East Europe Division), with substantial input s by Nemanja Sormaz . The report has benefited from the comments and inputs of Grégory Lecomte , Celeste Laporte Talamon and Daniel Poloyko (all from the OECD Eurasia Division). The team is also grateful to Gabriela Miranda (formerly OECD South East Europe Division) for her inputs to the survey’s development and dissemination, as well as to Meral Gedik for preparation of the report. The paper benefited from discussions held during a series of capacity building study visits and regional policy dialogues organised as part of the Digital and Green SMEs project. The OECD is grateful to the government, private sector and civil society representatives across the Western Balkans who contributed valuable insights and practical perspectives during these events. The authors specifically extend thanks to the chambers of commerce of the six Western Balkan economies for their contributions at these events and for their support in disseminating the survey among firms. The authors would also like to express their sincere

contributed valuable insights and practical perspectives during these events. The authors specifically extend thanks to the chambers of commerce of the six Western Balkan economies for their contributions at these events and for their support in disseminating the survey among firms. The authors would also like to express their sincere appreciation to the project partners for their engagement throughout the preparation of this report. In particular, they wish to thank colleagues from the Ministry of Foreign and European Affairs of Croatia—Zdenko Lucić, Irena Alajbeg, Matea Prlić, Sašenjka Konjevod, Marko Golemac , and Barbara Majer—for their valuable support and collaboration. This document was produced with the financial assistance of the Ministry of Foreign and European Affairs of Croatia. The views expressed herein can in no way be taken to reflect the official opinion of the Government of Croatia.

Acknowledgements 5

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Table of contents Abstract 2 Disclaimer 3 Acknowledgements 4 1 Introduction 7 1.1. Survey design and structure 7 1.2. Data collection and processing 8 1.3. Limitations and caveats 9 2 Uptake of digital tools among SMEs 10 2.1. Introduction 11 2.2. Digital tool adoption and business motivations 11 2.3. Uptake of advanced technologies 14 2.4. E-commerce and digital transactions 17 2.5. Obstacles to digital transformation 20 2.6. Cybersecurity and data protection 26 2.7. Policy implications 28 3 Reducing SMEs’ environmental footprint 30 3.1. Introduction 31 3.2. Adoption of greening practices 31 3.3. Environmental monitoring and reporting 35 3.4. Obstacles to environmental sustainability 38 3.5. Digitalisation and environmental performance 41 3.6. Green products and services 43

3.1. Introduction 31 3.2. Adoption of greening practices 31 3.3. Environmental monitoring and reporting 35 3.4. Obstacles to environmental sustainability 38 3.5. Digitalisation and environmental performance 41 3.6. Green products and services 43 3.7. Policy implications 45 Annex A. Respondent Characteristics 47 Annex B. Questionnaire 51 References 60 Notes 616 

WESTERN BALKANS ENTERPRISE SURVEY © OECD 2026

FIGURES Figure 1. Uptake of digital tools 12 Figure 2. Main business motivations for digital tool adoption 13 Figure 3. Adoption of AI, by type 14 Figure 4. Perceptions of opportunities associated with generative AI 15 Figure 5. Perceptions of challenges associated with generative AI 16 Figure 6. Use of digital innovation, by firm age 17 Figure 7. Share of 2024 sales from e-commerce 18 Figure 8. E-platforms used for online sales 19 Figure 9. Digital payment methods used or accepted by surveyed SMEs 20 Figure 10. Challenges faced when introducing new digital tools 21 Figure 11. Methods to access digital expertise by SMEs 22 Figure 12. Access to digital expertise, by firm size 23 Figure 13. Provision of digital skills programmes 24 Figure 14. Training areas covered by employee skills development programmes 25 Figure 15. SMEs’ data privacy policies 26 Figure 16. SMEs’ cybersecurity practices 27 Figure 17. Exposure to cyberattacks 28 Figure 18. Greening measures implemented by SMEs 32 Figure 19. Reasons for adopting greening measures 33 Figure 20. Adoption of environmental strategy or action plan 35 Figure 21. Dimensions of environmental performance tracked by SMEs 36 Figure 22. Awareness and uptake of carbon disclosure 37 Figure 23. Reasons for undertaking carbon disclosure 38

Figure 19. Reasons for adopting greening measures 33 Figure 20. Adoption of environmental strategy or action plan 35 Figure 21. Dimensions of environmental performance tracked by SMEs 36 Figure 22. Awareness and uptake of carbon disclosure 37 Figure 23. Reasons for undertaking carbon disclosure 38 Figure 24. Challenges faced in disclosing carbon emissions 39 Figure 25. Uptake of government support for greening 40 Figure 26. Consideration of environmental impact in ICT procurement 42 Figure 27. ICT equipment disposal practices 43 Figure 28. Share of revenue derived from green products and services in 2024 44

Figure A A.1. Size distribution of respondent businesses 48 Figure A A.2. Sector of respondent businesses 48 Figure A A.3. Proportion of respondents’ 2024 sales from exports 49 Figure A A.4. Age distribution of respondent businesses 49 Figure A A.5. Gender of CEO of respondent businesses 50

TABLES

Table 1. Western Balkans Enterprise Survey’s scope 7 Table 2. SME respondent sample in the Western Balkans, 2025 8 Table 3. Enterprise size categories used in the survey 8 Table 4. Top three digital adoption motivations, by firm size 13 Table 5. Summary of recommendations for advancing SME digitalisation, by reform timeline 29 Table 6. Summary of recommendations for advancing SME greening, by reform timeline 46

Table A A.1. SME populations and survey sample composition in the Western Balkans 47 7

WESTERN BALKANS ENTERPRISE SURVEY © OECD 2026

The Western Balkans Enterprise Survey was designed and conducted to assess the levels of digital and green maturity of businesses in the Western Balkans. Covering a broad range of topics relevant to the digital and green transition, the survey offers a structured overview of the level of preparedness and engagement of businesses across the region, while capturing first-hand insights from private sector respondents on their needs and challenges.

Western Balkans. Covering a broad range of topics relevant to the digital and green transition, the survey offers a structured overview of the level of preparedness and engagement of businesses across the region, while capturing first-hand insights from private sector respondents on their needs and challenges. The survey was conducted between April and June 2025 and distributed amongst the enterprises in the Western Balkans . In total, 805 responses were received to the survey from SMEs in Albania, Bosnia and Herzegovina, Kosovo, Montenegro, North Macedonia and Serbia. 1.1. SURVEY DESIGN AND STRUCTURE The questionnaire included 44 questions and was structured around three main sections: general business characteristics, digital transformation and green transformation (Table 1). These were further divided into thematic modules reflecting the key analytical dimensions of the digital and green transitions. Table 1. Western Balkans Enterprise Survey’s scope Section Sub-section Number of questions General questions Business structure and operations 6 Digital transformation E-commerce 3 Digital tools 3 Skills and training for the digital transition 3 Cybersecurity and data 5 Digital innovation and use of advanced tools 2 Artificial intelligence 3 Government support for business digitalisation 4 Green transformation Provision of green products and services 2 Environmental footprint 5 Environmental monitoring 4 Government support for business greening 4

Note: Green products and services’ refer to those with a predominant function of reducing environmental risk and m inimising pollution and resources.

Several types of questions were included within the questionnaire: • Single-choice list: Respondents could select one option from a predefined list • Multiple-choice list: Respondents could select multiple options from a predefined list • Binary response: Respondents could choose between two options (e.g. Yes/No) • Five-point Likert scale: Respondents could indicate the strength of their opinion, with responses ranging from “Strongly disagree” to “Strongly agree”

select multiple options from a predefined list • Binary response: Respondents could choose between two options (e.g. Yes/No) • Five-point Likert scale: Respondents could indicate the strength of their opinion, with responses ranging from “Strongly disagree” to “Strongly agree” In addition, several list-based questions included the option to provide open-ended answers. 1 Introduction8 

WESTERN BALKANS ENTERPRISE SURVEY © OECD 2026

1.2. DATA COLLECTION AND PROCESSING The survey was administered online using LimeSurvey, enabling broad dissemination and facilitating data processing and analysis . The online format also allowed partially completed questionnaires to be retained and included in the dataset, thereby maximising response use. Dissemination of the survey took place through a multi-channel outreach strategy to ensure broad regional coverage . It was initially circulated to a stakeholder network engaged in the OECD’s work on private sector development in the Western Balkans . To further expand the respondent pool, the team conducted targeted outreach to regional and national chambers of commerce, and promoted the survey via social media and the OECD South East Europe Division newsletter. The survey received strong participation in the region, reflecting the size of the business populations (Table 2). Table 2. SME respondent sample in the Western Balkans, 2025 Economy Responses % Albania 148 30.27% Bosnia and Herzegovina 47 9.61% Kosovo 77 15.75% Montenegro 40 8.18% North Macedonia 28 5.73% Serbia 149 30.47% Note: The above table outlines the unique respondents by economy. Response rate varies by question. A further 316 respondents (39% of SME responses) did not report their location of operations. These were assumed to be responses from the WB6 and their responses were still considered in full-sample analyses, though their response rate to other questions was lower than those that responded with a location

SME responses) did not report their location of operations. These were assumed to be responses from the WB6 and their responses were still considered in full-sample analyses, though their response rate to other questions was lower than those that responded with a location of operation. While response rates varied by economy, all available responses were retained , including partially completed questionnaires, with each item analysed based on the number of valid responses . Unless otherwise stated, questions are analysed using overall sample averages. Prior to analysis of the results, the dataset was cleaned and processed to ensure consistency. The survey results were interpreted with a focus on SMEs, for which the EU definition based on staff headcount was applied for micro, small and medium sized enterprises (European Commission, 2026 [1]). Two additional categories were introduced: selfentrepreneurs (firms with no employees other than the respondent) and large firms (more than 250 employees). Table 3. Enterprise size categories used in the survey Category Self-entrepreneur Micro Small Medium-sized Large Staff headcount 1 <10 <50 <250 250+ Note: Large firms were later removed from analysis given the survey’s focus on SMEs. 9

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Text responses were translated from local languages using AI-supported tools with verification from OECD staff . For instance, in the case of respondents’ main sector of activity, 85 respondents selected “Other” and gave a text response. These were translated and subsequently, 67 responses were recorded into existing structured sector response categories. A series of data validation and logic checks were then conducted. All the figures included in this report represent the results collected from the OECD Western Balkans Enterprise Survey, unless otherwise stated. 1.3. LIMITATIONS AND CAVEATS This survey is subject to several limitations that should be considered when interpreting the results. The sample is non-random and based on voluntary participation, introducing potential selfthe results collected from the OECD Western Balkans Enterprise Survey, unless otherwise stated. 1.3. LIMITATIONS AND CAVEATS This survey is subject to several limitations that should be considered when interpreting the results. The sample is non-random and based on voluntary participation, introducing potential selfselection bias. As the survey was administered online, firms that are more digitally engaged may be overrepresented. Sample sizes vary significantly across economies and do not totally reflect the relative distribution of business populations. As a result, not all economy samples allow for statistically robust conclusions. In addition, partial questionnaire completion leads to varying numbers of observations across individual questions. Finally, the data are self-reported and may therefore be subject to reporting inaccuracies or social desirability bias . Taken together, these limitations imply that, while the survey provides valuable and original insights into SME digital and green maturity in the region, the findings should be interpreted with caution and not considered fully representative of the overall SME population in the surveyed economies. For a rounded analysis of the region’s enterprise policies, readers are encouraged to refer to the

SME Policy Index: Western Balkans and Türkiye 2026.

The reports’ series provides a detailed overview of the overall challenges affecting businesses, as well as the policy measures needed to address them.10 

WESTERN BALKANS ENTERPRISE SURVEY © OECD 2026

Key takeaways • Digital adoption among SMEs remains widespread but shallow. Most surveyed firms use at least one digital tool, but uptake is concentrated in basic, visibility-oriented technologies such as einvoicing (58%), social media (47%) and websites (41%). Tools enabling deeper integration, such as cloud computing or enterprise resource planning, reach only around 10% of firms. • Growing AI usage is dominated by general-purpose tools . Around half of SMEs (48%) report using AI, though this use mostly involves generative tools such as ChatGPT (30%); conversely,

cloud computing or enterprise resource planning, reach only around 10% of firms. • Growing AI usage is dominated by general-purpose tools . Around half of SMEs (48%) report using AI, though this use mostly involves generative tools such as ChatGPT (30%); conversely, custom and embedded systems reach only 9% uptake each. Adoption climbs steeply with digital maturity, from 29% among firms using one tool to 80% among those using six or more. • For most firms, e-commerce supplements rather than drives revenue. Most SMEs selling online generate little income from it: 56% report e-commerce below 10% of revenue, and only 9% above half of total sales. Sales run mainly through firms' own websites (42%) and social media (38%), with third-party marketplaces used by just 7%. • Cost and skills stand out as the main barriers to deeper digitalisation. Software and service fees (39%) and equipment costs (36%) are the most cited constraints. On skills, nearly half of firms (48%) rely on external expertise rather than developing it internally, against a regional skills base in which just 33.8% of adults have basic digital skills. • Awareness and uptake of public support are low. Only 17% of SMEs reported that they are aware of any government digitalisation programme. Among those aware of such programmes, most do not benefit: 47% received no support, and a further 7% applied unsuccessfully. • Formal data protection outpaces actual cybersecurity practice. While 72% of SMEs report having a data privacy policy, 22% have no cybersecurity measures in place. Exposure is likely und erstated: 18% confirm a cyberattack while a further 29% are unsure whether they have been targeted.

2 Uptake of digital tools among

SMEs 11

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2.1. INTRODUCTION Digitalisation has become a defining factor in how small and medium-sized enterprises (SMEs) operate, compete and grow. For SMEs, digital tools

SMEs 11

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2.1. INTRODUCTION Digitalisation has become a defining factor in how small and medium-sized enterprises (SMEs) operate, compete and grow. For SMEs, digital tools have meaningfully expanded firm-level capabilities, supporting market access, operational integration and connections to knowledge and partners that would otherwise be difficult to sustain. This dynamic is particularly pronounced for externally oriented firms, for which digital capabilities have become a baseline requirement: participation in cross-border value chains and access to global and EU buyers increasingly presuppose a level of digital readiness. As such, the central question is no longer whether SMEs have adopted digital tools, but to what extent. Evidence suggests that productivity gains from digitalisation are highly uneven, accruing disproportionately to firms that combine digital tools with complementary investments in skills, organisational practices and process redesign, while firms adopting tools in isolation capture limited returns (OECD, 2021 [2]; Gal, 2019 [3]). Given the persistent productivity gap between the Western Balkans and the European Union, the depth of digital integration among SMEs carries significant implications for the region’s convergence prospects (OECD, 2025 [4]). Moreover, as more business activity moves online and SMEs manage larger volumes of customer, supplier and operational data, cybersecurity and data protection become integral dimensions of digital maturity. Against this backdrop, this chapter examines patterns of digital adoption among surveyed SMEs in the Western Balkans across five themes: the adoption and use of digital tools; the uptake of advanced technologies, including artificial intelligence (AI); e-commerce and digital transactions; constraints to deeper digital transformation; and cybersecurity and data protection. It concludes with a set of high-level policy implications that serve as entry points to more detailed economy-level analysis in the SME Policy Index 2026.

intelligence (AI); e-commerce and digital transactions; constraints to deeper digital transformation; and cybersecurity and data protection. It concludes with a set of high-level policy implications that serve as entry points to more detailed economy-level analysis in the SME Policy Index 2026. 2.2. DIGITAL TOOL ADOPTION AND BUSINESS MOTIVATIONS Understanding SME digitalisation requires looking beyond how many firms have adopted digital tools to which tools they use and why —distinctions that reveal the depth and strategic orientation of digital engagement more clearly than adoption rates alone. 2.2.1. Digital adoption among SMEs remains widespread but shallow The large majority of surveyed SMEs use at least one digital tool, although adoption is heavily concentrated in foundational technologies. The most commonly used tools, which include electronic invoicing (58%), social media (47%) and company websites (41%), primarily serve visibility or compliance functions rather than process integration (Figure 1). E-invoicing rates reflect the influence of regulatory requirements, with Serbia (78%) and Albania (77%) recording the highest adoption following recent regulatory mandates, 1 against 31% in Kosovo and 12% in North Macedonia. Social media and website adoption, while widespread, may reflect a perceived need for digital presence rather than strategic intent: many SMEs are likely to find it difficult to assess whether these tools generate tangible returns.12 

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Figure 1. Uptake of digital tools

Note: As a percentage of respondent businesses using at least one digital tool (n=372). Respondents could select multiple tools.

Beyond this foundational layer, usage falls sharply, pointing to low levels of digital maturity among surveyed enterprises . Tools that support more integrated business operations, such as cloud computing, enterprise resource planning (ERP) and customer relationship management (CRM) systems ,

Beyond this foundational layer, usage falls sharply, pointing to low levels of digital maturity among surveyed enterprises . Tools that support more integrated business operations, such as cloud computing, enterprise resource planning (ERP) and customer relationship management (CRM) systems , are used by between 10-20% of surveyed firms, while e-commerce and supplier-customer management systems are less common. Data-intensive technologies such as big data analytics remain marginal, used by around 2% of respondents. The breadth of firms' digital toolkits reflects this pattern: the median surveyed firm uses two digital tools, with 43% reporting that they only use one. Low uptake of more advanced technologies likely reflects both lack of organisational readiness and high cost . ERP systems, for instance, are most effective when introduced into firms with welldefined internal functions, communication channels and operational procedures —conditions that are often absent among smaller enterprises . Firm-level data are consistent with this: ERP adoption among medium-sized firms stands at 29%, nearly double the rate among small firms (16%) and six times that of micro-enterprises (4%). Adoption patterns vary meaningfully by sector, reflecting the demands of different business models. Firms in business and professional services show higher uptake of cloud computing (35%) and CRM tools (20%), consistent with the centrality of client management in knowledge-intensive activities, while manufacturing firms report stronger ERP use (15%), reflecting the co-ordination demands of production processes. Hospitality and public services record higher social media adoption (61%) and greater use of ebooking systems, in line with their direct-to-consumer orientation. Export orientation emerges as one of the strongest correlates of digital depth . Among firms deriving more than 80% of revenues from exports, cloud computing adoption reaches 41%, with ERP and CRM each at 18%—or approximately double the rates observed among firms with only sporadic export activity. This is consistent with the more demanding operational, compliance and reporting

deriving more than 80% of revenues from exports, cloud computing adoption reaches 41%, with ERP and CRM each at 18%—or approximately double the rates observed among firms with only sporadic export activity. This is consistent with the more demanding operational, compliance and reporting requirements that participation in EU value chains places on suppliers and suggests that international market exposure drives digital upgrading in ways that domestic market orientation alone does not. 2.2.2. Digitalisation is driven primarily by market reach and operational efficiency The motivations behind digital tool adoption are largely centred on near-term commercial and operational gains. Broadening the customer base is the most frequently cited reason (51%), followed by automating processes (42%), increasing domestic 6.5 0.5 2.4 9.1 9.1 9.4 9.7 11.6 12.6 40.6 46.5 58.3 0 10 20 30 40 50 60 70 We don’t use digital tools Radio