With Heureka to Serbia

Serbia, located in the heart of the Balkan Peninsula, has an underdeveloped e-commerce market where the average online shopper spends only €54,09. There are also considerable economic disparities among consumers - Belgrade alone accounts for 40% of the national wealth while Southern and Eastern Serbia comprise only 14%.

Though not in the EU, the legal framework for e-commerce in Serbia includes the E-Commerce Law (2013), Electronic Document Law (2009) and the Electronic Signature Law (2008). Changes to financial regulations relevant for e-commerce have been implemented only partially. While an exception was introduced in the law for e-services, allowing Serbian citizens to open accounts with foreign e-payment providers such as PayPal, the foreign exchange framework is restrictive. The new Consumer Protection Law, adopted in 2014, contains provisions concerning business relations over the Internet. On the other hand, e-commerce growth is high and promises vast potential.

million population
% population active on the internet
% VAT – tax burden

About Serbia

internet market overview

Statistics regarding the use of computers, broadband penetration and e-commerce are improving. According to Internet World Stats (IWS), nearly 60% of Serbians are frequent users of the Internet. Informal estimates from the NBS indicate that the number of e-commerce transactions in Serbia exceeded 2 million in 2016, of which more than a half through foreign websites, worth around 270 million EUR. Due to the increased awareness of the consumers and the demand, the number of B2C sites has increased over the past few years. Today banking, bill payments and consumer products and grocery shopping take place online in Serbia. Despite increased interest in e-commerce, there are some barriers that make further growth of the industry difficult: e.g. users not trusting the site, being an unknown, faceless seller to them. A Serbian speciality is none or rarely offered free shipping. Others are higher prices with additional shipping/customs/VAT/tax fees, a limited selection, unreliable postal services and a high proliferation of nearby physical stores.

million people shopping online
% e-commerce growth rate
% online share of retail

The strongest players in e-commerce

The biggest local online marketplace is kupujemprodajem.com followed by international players like aliexpress.com, amazon.com, winwin.rs, ebay.com and idealno.rs. Popular electronics online stores are shopmania and eponuda.

Growth of e-commerce

Revenue is expected to show an annual growth rate (CAGR 2019-2023) of 9,6%, resulting in a market volume of €451 mil. by 2023.

Internet penetration

Serbia has at least 6,3 mil. Internet users (per IWS) with a 75% penetration in 2019 and is expected to hit 82,6% by 2023. (statista.com). 60% own a desktop device, while 63% own a smartphone.

E-commerce revenue

Revenue in the e-commerce market makes around €313 mil. in 2019. The market's largest segments are Travel & Accomodation (€371 mil. in 2019) and Electronics & Media (€143 mil. in 2019). Food & Personal Care and Fashion & Beauty are the fastest growing categories.

Internet penetration

Serbia has at least 6,3 mil. Internet users (per IWS) with a 75% penetration in 2019 and is expected to hit 82,6% by 2023 (statista.com). 60% own a desktop device, while 63% own a smartphone.

Favorite shopping categories

I want to expand

our platform Idealno.rs

Idealno.rs is comparison shopping platform in the region with more than 250 web stores, 5 000 brands and over 500 000 products.


The 4 web portals ceneje.si, jeftinije.hr, idealno.rs and idealno.ba let customers compare products, find sellers and compare prices in Slovenia, Croatia, Serbia and Bosnia.

million products
hundred e‑shops on the platform
% platform growth rate

how to get listed on Idealno.rs

Translate your e‑shop to Serbian language

The main condition is to have a shop in the Serbian language. The platform is based on a postpaid model, thus you will get a contract of cooperation.

Register on our platform

You can register on our registration page (in Serbian) or contact us and we will process the registration for you. Prepare your XML feed as required in the XML feed specification.

Let us help you to use the maximum of our platform

We highly recommend purchasing of Trusted shop badge, especially for the new shops entering the market. It is important to show that you are a trustworthy shop. Do you want to maximize your sales? Join our bidding service.

We can also offer custom data reports of the categories you are interested in. Just contact us below.

need a hand? contact us

Irena Stanjko Mersol

Irena Stanjko Mersol

00386 51 696 738


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