Fashion market in Serbia

The Serbian Fashion eCommerce market is predicted to reach US$165.6 million by 2024 and accounts for 16.9% of the total eCommerce market in Serbia. It is expected to decrease over the next years. The expected compound annual growth rate for the next four years (CAGR 2024-2028) will be -0.0%, resulting in a projected market volume of US$165.3 million by 2028. Within the Fashion market ECDB considers the following three sub-markets: Apparel, Footwear, and Bags & Accessories.

Market development

eCommerce revenue development in the Apparel market in Serbia

The Serbian Apparel eCommerce market is predicted to reach US$99.8 million by 2024 and accounts for 60.3% of the Fashion eCommerce market in Serbia. It is expected to increase over the next years. The expected compound annual growth rate for the next four years (CAGR 2024-2028) will be 0.2%, resulting in a projected market volume of US$100.6 million by 2028. The Apparel eCommerce market is a sub-market of the Fashion market. Further categories within the Fashion market are: Bags & Accessories, and Footwear.

eCommerce revenue development in the Apparel market in Serbia

in million US$

eCommerce revenue growth in the Apparel market in Serbia

in %

Net eCommerce revenue split by sub-category

in %
20202021202220232024202520262027
Revenue (in mUS$)0.00.00.00.00.00.00.00.0
Growth (in %)77.643.657.614.893.687.982.278.7

Online share

eCommerce online share of the total Apparel market in Serbia

The online share refers to the proportion of the retail volume that is transacted via the Internet. It includes purchases via desktop PC, tablet or smartphone, both via website or app. Only retail of physical goods is taken into account. In the Serbian Apparel retail market, the online share is 31.8% and will increase by an average of 17.6% to 60.8% by 2028.

eCommerce online share of the total Apparel market in Serbia

in %
20202021202220232024202520262027
Online share (in %)51.7%50.4%23.6%5.4%22.8%56.1%24.7%88.0%

Top stores

Top five Apparel online stores in Serbia by net sales 2023

With sales in the Serbian Apparel market, fashionandfriends.com generated a revenue of US$13.9 million in 2023, which means it is the leading online store in this market. The Apparel ranking of Serbia is based on all online stores that generated sales in this market in 2023. Due to a country- and category-dependent approach, both national and international online stores can be part of the ranking. The graph shows a filtered revenue. It only includes national sales within the respective market.

eCommerce net sales generated in the Apparel market in Serbia in 2023

in million US$
Filtered revenue / share
Global revenue
Growth
US$900.0m
20.7%
US$8,300.0m8.3%
US$550.0m
12.0%
US$4,600.0m12.4%
US$470.0m
3.9%
US$1,190.0m33.6%
US$430.0m
20.6%
US$2,122.0m18.0%
US$370.0m
20.7%
US$1,814.0m12.6%

Market definition

Definition of the Apparel market within the Fashion market

Market definition: Fashion > Apparel The category Apparel encompasses the commercial (B2C) sale of outerwear (e.g. jackets, coats), tops (e.g. t-shirts, sweaters, blouses), bottoms (e.g. pants, shorts, skirts), and more. Not covered are sport-specific apparel (e.g. wetsuits, snowsuits, goalkeeper gloves), footwear or fashion accessories (e.g. gloves, hats, scarves). All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

In-scope

  • Outerwear (e.g. jackets, coats)
  • Tops (e.g. t-shirts, sweaters, blouses)
  • Bottoms (e.g. pants, shorts, skirts)
  • Undergarments (e.g. underwear, socks)
  • Activewear (e.g. joggers, tights, tricots)

Out-of-scope

  • Sport-specific apparel (e.g. wetsuits, snowsuits, goalkeeper gloves)
  • Footwear
  • Fashion accessories (e.g. gloves, hats, scarves)