eCommerce market in Serbia
Serbia is the 68th largest market for eCommerce with a predicted revenue of US$919.8 million by 2024, placing it ahead of Ghana. Revenue is expected to show a compound annual growth rate (CAGR 2024-2028) of 6.8%, resulting in a projected market volume of US$1,197.0 million by 2028. With an expected increase of 7.8% in 2024, the Serbian eCommerce market contributed to the worldwide growth rate of 7.4% in 2024. Like in Serbia, global eCommerce sales are expected to increase over the next years. Seven markets are considered by ECDB within the Serbian eCommerce market. Hobby & Leisure is the largest market and accounts for 26.9% of the Serbian eCommerce revenue. It is followed by Electronics with 21.0%, Fashion with 17.2%, Furniture & Homeware with 11.9%, DIY with 9.1%, Care Products with 8.1%, and Grocery with the remaining 5.7%.
Monthly revenues
Monthly revenues in the Serbian eCommerce market
The monthly eCommerce revenue of the Serbian eCommerce market was US$87 million in November 2024. This refers to a growth of 16.2% compared to October 2024. Within the last 12 months, the monthly revenue share was the highest in January 2024 with 9.6% of the total 2024 revenue of the Serbian eCommerce market and the lowest in July 2024 with 7.5% of the total 2024 revenue.
Revenue Last Month
US$86.7m
The eCommerce revenue grew by 16.2% from October 2024 to November 2024.
Monthly revenue shares in the last 12 months
0-2024 | 1-2024 | 2-2024 | 3-2024 | 4-2024 | 5-2024 | 6-2024 | 7-2024 | 8-2024 | 9-2024 | 10-2024 | 11-2024 | |
---|---|---|---|---|---|---|---|---|---|---|---|---|
Revenue (in mUS$) | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 |
Monthly revenue share (in %) | 86.7 | 16.4 | 73.5 | 33.1 | 89.1 | 77.6 | 92.5 | 65.9 | 5.2 | 21.2 | 33.1 | 30.4 |
Market development
eCommerce revenue development in Serbia
Serbia is the 68th largest market for eCommerce with a predicted revenue of US$919.8 million by 2024, placing it ahead of Ghana. Revenue is expected to show a compound annual growth rate (CAGR 2024-2028) of 6.8%, resulting in a projected market volume of US$1,197.0 million by 2028. With an expected increase of 7.8% in 2024, the Serbian eCommerce market contributed to the worldwide growth rate of 7.4% in 2024. Like in Serbia, global eCommerce sales are expected to increase over the next years. Seven markets are considered by ECDB within the Serbian eCommerce market. Hobby & Leisure is the largest market and accounts for 26.9% of the Serbian eCommerce revenue. It is followed by Electronics with 21.0%, Fashion with 17.2%, Furniture & Homeware with 11.9%, DIY with 9.1%, Care Products with 8.1%, and Grocery with the remaining 5.7%.
eCommerce revenue development in Serbia
eCommerce revenue growth in Serbia
Net eCommerce revenue split by sub-category
2020 | 2021 | 2022 | 2023 | 2024 | 2025 | 2026 | 2027 | |
---|---|---|---|---|---|---|---|---|
Revenue (in mUS$) | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 |
Growth (in %) | 0.8 | 76.5 | 42.2 | 40.4 | 96.7 | 92.7 | 48.9 | 55.0 |
Top stores
Top five online stores in Serbia by net sales 2023
The biggest player in the Serbian eCommerce market is gigatron.rs. The store had a revenue of US$53.0 million in 2023. Store rankings include every store that generates revenue in Serbia. These stores can either have a national focus and only sell in their main country or operate on a global scale. For this evaluation, only revenue created in Serbia was considered.
eCommerce net sales generated in Serbia in 2023
Filtered revenue / share eCommerce net sales refer to the year 2023 | Global revenue eCommerce net sales refer to the year 2023 | Growth eCommerce net sales growth refers to 2023/2022 | |
---|---|---|---|
US$900.0m 20.7% | US$8,300.0m | 8.3% | |
US$550.0m 12.0% | US$4,600.0m | 12.4% | |
US$470.0m 3.9% | US$1,190.0m | 33.6% | |
US$430.0m 20.6% | US$2,122.0m | 18.0% | |
US$370.0m 20.7% | US$1,814.0m | 12.6% |
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Payment Methods
Top 5 offered payment methods in the Serbian eCommerce market
With 84.5% share Cash on delivery is the most commonly offered payment method of all online stores in the Serbian eCommerce market in 2023. Unlike Cash on delivery which is of type Cash on delivery VISA, Mastercard, and American Express with shares of 72.7%, 70.9%, and 43.6% are of type Cards.
Top 5 offered payment methods in the Serbian eCommerce market
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Shipping Service Provider
Top 5 offered shipping providers in the Serbian eCommerce market
Despite BEX Express's dominant position with 27.4% of online stores opting for its services, the Serbian eCommerce market in 2023 remains diverse and competitive. Several other shipping service providers, including D Express, City express, Post Express, and AKS Express, hold smaller but significant shares, contributing to a dynamic and fragmented market.
Top 5 offered shipping providers in the Serbian eCommerce market
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