IDEAS home Printed from https://ideas.repec.org/a/nwe/eajour/y2026i2p513-531.html

The Impact of the Russian-Ukrainian War on E-Sellers in North Macedonia: Exploring Challenges and Demographic Influences

Author

Listed:
  • Julijana Angelovska

    (Faculty of Economy, University of Skopje, Skopje, North Macedonia)

  • Nina Angelovska

    (Faculty of Economy, University of Skopje, Skopje, North Macedonia)

Abstract

This study explores the impact of the Russian-Ukrainian war through an existing comprehensive survey, delving into the challenges e-sellers face in North Macedonia. The research specifically investigates how demographic factors influence e-sellers challenges in maintaining prices and coping with decreased demand, attributed to factors like inflation and the Russian-Ukrainian war. The ANOVA test was employed to assess the impact of categorical independent variables, including sales channels, years of operation, number of employees, and online sales, on these challenges. Regression (linear and quantile) is performed to determine the relationship between the variables. The results indicate that e-sellers operating under the click-and-mortar model face more challenges in maintaining prices compared to those exclusively selling online. Notably, other demographic factors such as years of operation, number of employees, industry, and online sales do not show statistically significant mean differences, suggesting a universal challenge for e-sellers. E-sellers with fewer employees (1-9), limited operational experience, newly established businesses, and lower online sales face the challenge of decreased demand more prominent.

Suggested Citation

  • Julijana Angelovska & Nina Angelovska, 2026. "The Impact of the Russian-Ukrainian War on E-Sellers in North Macedonia: Exploring Challenges and Demographic Influences," Economic Alternatives, University of National and World Economy, Sofia, Bulgaria, issue 2, pages 513-531, June.
    • Handle: RePEc:nwe:eajour:y:2026:i:2:p:513-531
    as

    Download full text from publisher

    File URL: https://www.unwe.bg/doi/eajournal/2026.2/EA.2026.2.06.pdf
    Download Restriction: no
    ---><---

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;

    JEL classification:

    • M21 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics - - - Business Economics

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:nwe:eajour:y:2026:i:2:p:513-531. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Vanya Lazarova (email available below). General contact details of provider: https://edirc.repec.org/data/unweebg.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.