The number of online purchases completed through card payments and electronic money in Serbia increased by 39.7% year on year in the first quarter of 2026, reinforcing the growing role of digital commerce and mobile-based payment solutions across the economy. The continued expansion of e-commerce is creating new opportunities for retailers, payment service providers, banks, logistics operators and software companies as consumers increasingly adopt online purchasing channels.
Instant Payments Support Digital Commerce Growth
The National Bank of Serbia’s (NBS) instant-payment infrastructure is also recording growth in both transaction numbers and values. In June 2026, API Bank introduced a deep-link functionality that enables customers to move directly from an online checkout page to their mobile banking application and complete an IPS payment without manually entering payment information.
For merchants, broader use of instant bank payments could reduce reliance on international card networks and potentially decrease transaction costs. The future adoption of these payment methods will depend on ease of use, security measures against fraud and whether retailers transfer potential savings to customers.
E-Commerce Expands Demand for Logistics Infrastructure
The strongest impact of digital commerce growth is expected beyond Belgrade, as online payment systems enable smaller businesses in regional markets to access customers nationwide. At the same time, the expansion of online retail increases requirements for warehousing, parcel delivery networks and returns management systems. The growth of e-commerce is therefore generating demand not only for financial technology solutions but also for logistics and fulfilment infrastructure needed to support a larger digital retail market.
