Serbia is a country in south-eastern Europe, with many neighboring countries. About 7 million people live here and Belgrade is the capital and also the largest city in the country. Since 2014, Serbia has been negotiating its accession to the European Union. Here is what you need to know about ecommerce in Serbia:

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E-commerce events in Serbia

Every year several e-commerce events are organized in Serbia. We have a handy e-commerce events calendar, where you can find all the major online retail events in Europe.

E-commerce customers in Serbia

Data from the Statistical Office of the Republic of Serbia shows that 56% of Internet users in Serbia have bought something online at least once, which means that 43% have never ordered any goods or services online. One in three users (34.2%) have made an online purchase in the past three months, 9.7% have done so more than three months ago and 13.1% more than ago a year.

PAYMENT METHODS – Data from the National Bank of Serbia shows that the use of payment cards (both credit and debit) in physical outlets and e-commerce sites is increasing year by year. Online card payments in Serbia are increasing at an annual rate of around 55%. A popular card is the DinaCard, a local payment method introduced by the National Bank of Serbia in 2003 in cooperation with commercial banks.

But this in-depth study shows that the preferred payment method in Serbia is still cash. In 2018, only 450 to 500 online stores accepted payment cards from one of the five national banks. Paymentwall.com, however, reports that prepaid cards have the highest market share (76%), followed by credit cards (13%), mobile (8%), e-wallets (2%) and bank transfers (1%).

The preferred method of payment in Serbia is cash.

PRODUCT CATEGORIES – From ecommerceDB data, it appears that Toys, Hobby & DIY is the largest product category in Serbia; it represents 27% of online revenues in Serbia. It is closely followed by fashion (26%), furniture and appliances (19%), food and personal care (16%) and electronics and media (12%). Other data, from the Statistical Office of the Republic of Serbia, shows that up to 63% of all products purchased online in 2019 were sports products and clothing, followed by household items, furniture and clothing. toys.

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The e-commerce market in Serbia

According to data conducted by Statista, the Serbian e-commerce industry was worth 413 million euros in 2020. The compound annual growth rate for the period 2020-2024 has been predicted to be 8%.

A graph from the National Bank of Serbia shows the total value of Internet transactions made and paid for by card. Over the past two years, that number has grown to double digits and the value rose to over € 453 million in 2020.

Department Stores Online in Serbia

According to EcommerceDB, the biggest e-commerce player in Serbia is Gigatron, an omnichannel electronics retailer from Serbia. The company generated a turnover of almost 29 million euros in 2020. Other popular e-commerce players in Serbia are Srbotrade (13.6 million euros in 2020) and Tehnomanija (11 million euros ). These figures are based only on the income created in Serbia.

Read all of our articles on e-commerce in Serbia.

Last updated: July 2021