E-commerce in Serbia is Growing Faster Than Ever: What the Numbers Reveal

How It All Began: From Electronics to Everyday Shopping

A few years ago, online shopping in Serbia was mostly tied to electronics and tech products. Consumers purchased TVs, computers, and household appliances online – categories where price differences played a decisive role.

The real boom happened during the COVID-19 pandemic. With physical stores closed and movement restricted, consumers turned to online orders for everyday essentials: groceries, beverages, and household items. This period dramatically changed perceptions of e-commerce in Serbia and accelerated growth by several years.

Today, the situation is completely different – people buy everything online, from clothing and cosmetics to furniture and home appliances.

How Big is E-commerce Market in Serbia?

Research shows that the value of online sales is growing steadily – and at a faster pace than traditional retail. More and more consumers don’t just use the internet to research products, but to make purchases directly.

The number of active online shoppers is increasing year after year, with many of them becoming loyal and returning to the same stores.

For businesses, this means that an online store is now a foundation for growth and survival. Those without a strong e-commerce presence risk losing a significant share of the market.

Who Shops Online?

The profile of online consumers in Serbia has become much more diverse:

• 25–44 years old – still the most active group.
• 45+ years old – growing significantly, showing that older generations are becoming more confident in online shopping.
• Women – lead in fashion, cosmetics, and groceries.
• Men – spend more on tech and electronics.
• Young shoppers (18–24) – rely almost exclusively on mobile apps and expect a fast, seamless experience.

E-commerce in Serbia can no longer speak to a single target group. Different generations and genders have different needs, making personalization crucial.

What Do People Buy Online in Serbia?

Today, online shopping covers a much broader range of products than before:

• Fashion and footwear – the leading category by volume.
• Tech and electronics – still very strong, especially mobile accessories.
• Food and beverages – the fastest-growing segment.
• Home appliances and furniture – consumers are now confident enough to buy “big-ticket” items online.

As more categories shift online, businesses that delay digitalization risk being left behind.

Cash on Delivery: A Habit That Still Dominates

One of the biggest specificities of the Serbian market is that cash on delivery (COD) remains the dominant payment method.

Why?

• Lack of trust in website security – many still fear card data could be misused.
• Bad experiences – complicated refunds or returns.
• Psychological security – paying when the product arrives feels safer and more tangible.

Trust is the key currency in e-commerce. When shops clearly display security certificates, work with trusted payment providers, and communicate refund policies transparently, consumers are more likely to switch to online payments.

Best practice: successful e-shops combine COD for those who need reassurance with digital payments for those who prefer speed and convenience.

Why Do Shoppers Abandon Their Carts?

The main reasons Serbian consumers abandon their carts are:

• High delivery costs
• Complicated registration processes
• Distrust in payment security
• Lack of clear information on returns

The solution: a transparent and simple checkout process, without hidden fees and with clear, accessible information.

Mobile Shopping: Phones as the Main Shopping Channel

A growing share of purchases in Serbia is now made on mobile devices. If a shop isn’t optimized for mobile, it’s practically cutting off a large portion of the market.

Consumers expect:

• fast-loading pages,
• simple navigation,
• checkout in just a few clicks.

Mobile-first is no longer an option – it’s the standard.

Delivery as a Decisive Factor

Research makes it clear: consumers choose shops that offer fast and affordable delivery.

Most valued delivery options include:

• free delivery,
• flexible methods (lockers, pick-up points),
• shorter waiting times.

Q-commerce and same-day delivery are still emerging in Serbia, but shoppers are already showing interest. Businesses that adopt these models early will gain a strong advantage.

E-commerce in Serbia is growing faster than ever.
Consumers are more confident, competition is stronger, and expectations are higher. Businesses that invest in trust, mobile optimization, and reliable delivery will be the ones that win the market.

Key message: Consumers today aren’t just buying products – they’re buying experiences.

At Cubes, we’ve been following and shaping e-commerce trends for years. From that expertise, we created Shoppsy – a solution designed to help businesses build web shops tailored to today’s customers: secure, fast, flexible, and ready for the future.