In 2024, Serbia witnessed a staggering surge in online shopping, with more than 225,000 daily transactions, translating into a total of over 162.3 billion dinars, €735.2 million, and $217.4 million spent through digital channels.
This represents a 39.2% year-on-year growth and a striking 288.5% increase over the past five years.
Domestic currency purchases account for nearly 69% of online transactions, with the euro and dollar following closely behind.
The number of online stores in Serbia also exploded, climbing by 18% to 4,726 by the end of 2024.
This growth is a direct result of the increasing shift towards digital commerce, with Serbian consumers increasingly opting for local platforms.
Despite the growth in domestic e-commerce, foreign online stores have also seen a boost, particularly in euro-based transactions, which rose by 56.6%.
The future of Serbian e-commerce looks bright, driven by both a growing number of local businesses and an ever-expanding digital consumer base.
