Online shopping in Serbia is no longer limited to electronics. Recent domestic statistics reveal a significant shift, with growing interest in categories such as furniture, automotive and baby and children’s products — areas traditionally associated with brick-and-mortar retail.
While electronics remain the top-selling online category, European data shows that home appliances follow closely, then clothing and footwear, and cosmetics. In Serbia, around 20% of people do not shop online at all, but about 55% make at least one purchase per month.
The growth in newer product categories has skyrocketed, increasing more than tenfold compared to 2023. According to the National Bank of Serbia, the country’s e-commerce market grew by an impressive 36% year-over-year — the highest increase in Europe.
“In Q3 2024, internet purchases of goods and services showed steady growth,” stated the National Bank of Serbia. “There were 22.2 million online transactions via cards and e-money in all currencies — a 49.5% increase compared to Q3 2023.”
Of these transactions, 68.3% were in Serbian dinars, 29.9% in other commonly used currencies. Purchases in dinars rose by 52.3%, in euros by 70.9%, in US dollars by 3.2%, British pounds by 18%, and Swiss francs by 20.5%.
In terms of value, online orders in Q3 2024 reached:
- 44.1 billion dinars (up 54.5% YoY)
- €215.8 million (up 46.2%)
- $54.4 million (up 22.7%)
- £4.5 million (up 11.4%)
- CHF 1.1 million (up 27.3%)
Consumers increasingly trust e-commerce but demand better offers, faster delivery, clearer product presentation, and efficient return and complaint processes. Experts see this as an opportunity for domestic companies to build stronger customer loyalty.
Globally, over $3 billion was lost in online sales last year due to cart abandonment. The primary cause? Hidden costs revealed at checkout. While Serbia lacks exact figures, estimates suggest that about half a million dollars are lost annually for the same reason.
Online retailers should take note: more than 63% of customers will abandon a website if unexpected costs appear late in the checkout process.
