e-Commerce Market Analytics

The eCommerce market in Serbia

Serbia is the 81st largest market for eCommerce with a revenue of US$558.7 million in 2021, placing it ahead of Belarus and behind Tunisia.

With an increase of 15%, the Serbian eCommerce market contributed to the worldwide growth rate of 15% in 2021. Just like in Serbia, global eCommerce sales are expected to increase over the next years. As new markets are emerging, global growth will continue over the next years. This development will be propelled by East and Southeast Asia with their growing middle class and their lagging offline infrastructure.

With a yearly growth rate of 6% between 2021 and 2025, Serbia is expected to grow at about the same rate as the global average (6%).

The eCommerce market in Serbia

Top online stores

The biggest player in the Serbian eCommerce market is gigatron.rs. The store had a revenue of US$44 million in 2021. gigatron.rs is followed by tehnomanija.rs and zara.com as the second- and third largest stores with US$40 million and US$20 million, respectively. Altogether, the top three stores account for 20% of online revenue in Serbia.

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.

One of the fastest-growing stores in the Serbian market is fashionandfriends.com. The store achieved online net sales of about US$16.6 million in 2021. Its revenue growth amounted to 211% in the previous year.

More information on the top 100 online stores in Serbia can be found in our ecommerceDB Country Report.

Growth champions:
Editorial tips:

Top online eCommerce stores in Serbia by eCommerce net sales 2021 in million US$

# Store
1. gigatron.rs
2. tehnomanija.rs
3. ikea.com
4. zara.com
5. apotekasrbotrade.rs

The eCommerce market in Serbia

Market size and growth rate

Revenue in 2021
CAGR 2021-2025
Digital Market Outlook by Statista

The Digital Market Outlook presents up-to-date figures on markets of the digital economy. The comparable key figures are based on extensive analyses of relevant indicators from the areas of society, economy, and technology.

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The eCommerce market in Serbia is expected to increase over the next few years, as indicated by the Statista Digital Market Outlook. It has been predicted that the compound annual growth rate for the next four years (CAGR 21-25) will be 6%. Compared to the year-over-year growth of 15% between 2020 and 2021, this decrease in yearly growth suggests a moderately flooded market. However, an indicator of growth potential is the online penetration of 35% in Serbia; in other words, 35% of the Serbian population have bought at least one product online in 2021.

Five categories are considered by ecommerceDB. Toys, Hobby & DIY is the largest segment in Serbia and accounts for 28% of the eCommerce revenue in Serbia. It is followed by Fashion with 24%, Furniture & Appliances with 18%, Food & Personal Care with 17%, and Electronics & Media with the remaining 13%.

The eCommerce market in Serbia

Top shipping service providers

In Serbia, D Express is the most frequently offered delivery service provider among online stores. Of those stores indicating which service they use to transport their goods, 26% cited D Express as one of their providers. Moreover, Pošte Srbije and Daily Express are among the top three shipping service companies offered by online retailers in Serbia, at rates of 18% and 16%.

Shipping information is based on orders from the store's main country, which is defined as the one where the store generates most of its online revenue. As a result, only stores that generate more net sales in Serbia than in any other country are taken into account. Furthermore, only stores that provide information about their shipping providers can be considered.

Competitor analysis of shipping service providers in Serbia

# Shipping service provider
1. D Express
2. Pošte Srbije
3. Daily Express