Ecommerce in Serbia
While ecommerce in Serbia is still lagging behind most other European online markets, it is catching up. There is increasing trust in online shopping, meaning that the adoption rate of online shopping is also increasing. On this page, you will learn more about this particular market.
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Statistics
- Population: 6.62 million people
- Internet users (of population): 90%
- Online sales: 864.4 million euros (2024)
- Online stores worth mentioning: Gigatron, Maxi and Lilly
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Ecommerce customers in Serbia
InterThe amount of online shoppers in Serbia has increased in the last couple of years. According to research in 2024, an estimated 62 percent of the population (aged between 16 and 74) shopped online. In 2019, that share was significantly lower: only 34 percent. Between those years, a steady increase can be seen.
This indicates that consumer trust in online shopping is also increasing. It seems that online shopping is particularly popular in urban areas. Delivery often takes longer to rural areas, as they are less easy to reach. Because of that, it seems that consumers in those areas prefer shopping in brick-and-mortar stores.
PRICE SENSITIVE – According to research, online shoppers in Serbia are price-sensitive, just like most consumers in Europe. They often compare prices across multiple websites. Using discounts, promotions and free shipping offers can help online sellers with increasing their conversion rates.
PAYMENTS – In Serbia, most online shoppers pay for their orders by using cash on delivery. This could indicate a lingering trust gap. However, credit cards and digital payments are increasing in popularity.
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The ecommerce market in Serbia
According to research by ECDB, the Serbian ecommerce market generated an estimated 846.4 million euros in 2024. By 2025, the market is expected to reach 910.8 million euros.
The ecommerce market is expected to increase with a growth rate of 6.4% per year between 2025 and 2029
After that, online revenue in the country is expected to increase with a compound annual growth rate of 6.4 percent between 2025 and 2029. This means that it would reach 1.2 billion euros by then.
That same research by ECDB takes seven segments of the online retail market in Serbia into account. Hobby and Leisure seems to be the biggest segment. In 2024, it accounted for 27.9 percent of the Serbian ecommerce revenue. Electronics generated 20.4 percent, while Fashion generated 16.4 percent. Furniture and Homeware generated 12 percent, DIY accounted for 9 percent, while Care Products and Grocery took the remaining 8 and 6.1 percent, respectively.
Big online stores in Serbia
The Serbian ecommerce market is dominated by international sellers. The most popular online seller in the country is Maxi.rs, which is the website of a supermarket. According to ECDB, its revenue was 56.5 million euros in Serbia in 2024. It is part of Delhaize. Another popular online seller is Gigatron, which is an omnichannel electronics and technology store. It generated sales of 49.3 million euros in 2024.
Ecommerce events in Serbia
Every year there are several ecommerce events being organized in Serbia. We have a handy ecommerce events calendar, where you can find all the major online retail events in Europe.
Latest news about Serbia
Read all our articles about ecommerce in Serbia.
