Albanian businesses prioritize social media over websites and AI

Data from INSTAT for 2026 reveals a significant gap in the digital presence of Albanian enterprises. While 88.1% of companies with 10 or more employees utilize social media, only 62.9% maintain an official website. This 25.2 percentage point difference suggests that businesses are prioritizing low-barrier social media platforms over direct digital infrastructure. However, large companies with 250 or more employees have reached a 100% website adoption rate.

Despite this online visibility, entrepreneurship expert Rezart Lahi notes that businesses are failing to leverage artificial intelligence (AI) and data to drive sales. Approximately two-thirds of companies do not use technology to save time or increase profits, citing concerns over security, lack of time, and traditional mindsets. Furthermore, there is a pressing need for businesses to align with European Union data standards to avoid potential fines of up to $20,000 for data misuse.