Who Really Shops Online? Habits and Profiles of Serbian E-commerce Shoppers

The Serbian ecommerce market has been expanding at double-digit rates over the past few years. But growth numbers alone don’t tell the full story. To truly understand where the market is headed, we need to ask a simple question: who are the people fueling this boom in online shopping?

Age Groups: From Digital Natives to Late Adopters

The most active online shoppers in Serbia are still between 25 and 44 years old. This group balances digital literacy with stable income, making them the backbone of ecommerce growth.

But the picture is changing:

• 18–24 year-olds – digital natives who shop almost entirely on mobile, expecting speed, convenience, and modern UX.

• 45+ consumers – once hesitant, now increasingly comfortable with online shopping, especially after the pandemic normalized digital purchases.

Takeaway: Online shopping in Serbia is no longer a young person’s game. Every age group is getting involved, though their behaviors differ.

Gender Differences in Online Shopping

Patterns also vary between men and women:

• Women drive demand in categories like fashion, cosmetics, and groceries. They’re also more likely to engage with promotions, newsletters, and loyalty programs.

• Men dominate in electronics and gadgets, often comparing specifications and seeking reliable delivery before making a purchase.

For online shops, this means tailoring product categories, marketing messages, and promotions to resonate with both audiences.

What Motivates Serbian Shoppers?

Serbian online shoppers are pragmatic. Their decisions are usually shaped by three key factors:

• Convenience – a quick and simple checkout, especially on mobile.

• Trust – feeling safe when entering payment details and knowing returns are straightforward.

• Savings – discounts, promotions, and free delivery remain strong motivators.

Unlike in some Western markets, shopping online in Serbia is less about novelty and more about practical benefits.

Trust and the Dominance of Cash on Delivery

One of the biggest differences between Serbia and more mature ecommerce markets is the dominance of cash on delivery (COD). While digital wallets and card payments are growing, many shoppers still prefer COD for one main reason: trust.

• Some shoppers worry about fraud or misuse of card data.

• Others had bad experiences with refunds in the past.

• Paying when the package arrives simply feels safer.

For ecommerce shops, this is both a challenge and an opportunity: those that clearly communicate security, showcase trusted payment providers, and offer transparent return policies will slowly build the trust needed to reduce COD reliance.

Why Carts Get Abandoned

Like everywhere else, Serbian shoppers abandon their carts – but often for predictable reasons:

• High delivery costs

• Complicated registration or checkout

• Lack of trust in payment security

• Unclear return policies

Simplifying the shopping process and making costs transparent are essential to keeping customers engaged until purchase.

The Rise of Mobile Shopping

Smartphones are rapidly becoming the primary channel for online shopping in Serbia. A growing share of purchases are now made directly via mobile, especially among younger generations.

This means:

• fast-loading ecommerce websites,

• intuitive navigation,

• checkout in just a few clicks.

Insight: A webshop that isn’t optimized for mobile isn’t just inconvenient – it’s losing sales every day.

Serbian ecommerce shoppers are becoming more diverse – younger and older, men and women, digital natives and late adopters. Their motivations vary, but one thing is clear: convenience, trust, and savings drive their decisions.

For businesses, this means personalization is the future. Those who adapt their ecommerce shop to the habits of different customer groups will win not only sales, but long-term loyalty.