Serbia has a population of around 7 million and e-commerce sales of around 600 million euros (in 2021). As in most other European countries, the fashion segment represents the largest share of sales, followed by electronics and media.The biggest players on the Serbian market are gigatron.rs ($44 million in sales in 2021), followed by tehnomanija.rs and zara.com. In total, these three companies generate 20 percent of online sales in Serbia. Amazon (.uk or .de) and Alibaba remain popular. Serbs generally like to shop at foreign companies (75% of online sales).
The only obstacle to the expansion of foreign companies here is the language, as customers prefer online stores in Serbian.
Other country-specific characteristics are that Serbs prefer to pay cash on delivery and still store online mainly via desktop. However, the proportion of those who use smartphones for online shopping is also increasing here.