online retail activity

Serbia’s E-Commerce Sector Experiences Significant Growth

Online retail activity in Serbia saw a remarkable increase in 2025, with internet purchases reaching a historic high of 110.6 million transactions, translating to approximately 303,000 purchases daily. This surge underscores a significant transition towards digital consumption among Serbian consumers. The growth in e-commerce is indicative of changing payment behaviors, as electronic transactions become more ingrained in consumer spending habits. This trend has been bolstered by an increase in consumer trust regarding online payments, broader acceptance of cards and digital…