Care Products market in Serbia

The Serbian Care Products eCommerce market is predicted to reach US$74.2 million by 2024 and accounts for 8.1% of the total 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 5.9%, resulting in a projected market volume of US$93.2 million by 2028. Within the Care Products market ECDB considers the following three sub-markets: Personal Care, Health Care, and Household Care.

Monthly revenues

Monthly eCommerce revenues in the Serbian Health Care market

The monthly eCommerce revenue of the Serbian Health Care market was US$2 million in November 2024. This refers to a growth of 13.2% compared to October 2024. Within the last 12 months, the monthly revenue share was the highest in March 2024 with 9.8% of the total 2024 revenue of the Serbian Health Care market and the lowest in July 2024 with 7.3% of the total 2024 revenue.

Revenue Last Month

US$2.3m

The eCommerce revenue grew by 13.2% from October 2024 to November 2024.

11-2024+13.2%

Monthly revenue shares in the last 12 months

in %

Note: Data shown is using current exchange rates.

Source: ECDB analysis

0-20241-20242-20243-20244-20245-20246-20247-20248-20249-202410-202411-2024
Revenue (in mUS$)0.00.00.00.00.00.00.00.00.00.00.00.0
Monthly revenue share (in %)98.55.474.643.495.536.864.320.96.567.982.347.3

Market development

eCommerce revenue development in the Health Care market in Serbia

The Serbian Health Care eCommerce market is predicted to reach US$24.5 million by 2024 and accounts for 33.0% of the Care Products 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 8.3%, resulting in a projected market volume of US$33.7 million by 2028. The Health Care eCommerce market is a sub-market of the Care Products market. Further categories within the Care Products market are: Household Care, and Personal Care.

eCommerce revenue development in the Health Care market in Serbia

in million US$

Note: Market revenue represents B2C sales of physical goods including VAT. It excludes B2B sales, C2C sales, returns, compensation for damaged or missing goods, any discounts granted and services. Data shown is using current exchange rates.

Source: ECDB analysis

eCommerce revenue growth in the Health Care market in Serbia

in %

Note: Market revenue represents B2C sales of physical goods including VAT. It excludes B2B sales, C2C sales, returns, compensation for damaged or missing goods, any discounts granted and services. Data shown is using current exchange rates.

Source: ECDB analysis

Net eCommerce revenue split by sub-category

in %

Note: Data shown is using current exchange rates.

Source: ECDB analysis

20202021202220232024202520262027
Revenue (in mUS$)0.00.00.00.00.00.00.00.0
Growth (in %)93.215.040.325.188.351.144.067.0

Online share

eCommerce online share of the total Health Care 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 Health Care retail market, the online share is 46.7% and will increase by an average of 11.0% to 70.8% by 2028.

eCommerce online share of the total Health Care market in Serbia

in %

Note: Data shown is using current exchange rates.

Source: Statista Market Insights , ECDB analysis

20202021202220232024202520262027
Online share (in %)14.1%85.7%38.7%48.1%22.2%69.7%93.3%47.8%

Top stores

Top five Health Care online stores in Serbia by net sales 2023

With sales in the Serbian Health Care market, apotekasrbotrade.rs generated a revenue of US$31.4 million in 2023, which means it is the leading online store in this market. The Health Care 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 Health Care market in Serbia in 2023

in million US$

Note: First party net sales generated after deduction of returns, allowances for damaged or missing goods and any discounts allowed

Source: Annual report, secondary sources, ECDB analysis

Filtered revenue / share
Global revenue
Growth
no-access-0
US$900.0m
20.7%
US$8,300.0m8.3%
no-access-1
US$550.0m
12.0%
US$4,600.0m12.4%
no-access-2
US$470.0m
3.9%
US$1,190.0m33.6%
no-access-3
US$430.0m
20.6%
US$2,122.0m18.0%
no-access-4
US$370.0m
20.7%
US$1,814.0m12.6%

See further stores

Worldwide - Health Care Serbia - Health Care Serbia - All Categories

Market definition

Definition of the Health Care market within the Care Products market

Market definition: Care Products > Health Care In the category Health Care digital channels are used to sell a variety of products, including eye care (e.g. glasses with prescription, contact lenses), medical products (e.g. medical supply, family planning products), nutrition (e.g. food supplements, protein drinks and bars), and more. Not part of the category are fitness and exercise equipment, health and fitness trackers or health publications and magazines. All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

In-scope

  • Eye Care (e.g. glasses with prescription, contact lenses)
  • Medical products (e.g. medical supply, family planning products)
  • Nutrition (e.g. food supplements, protein drinks and bars)
  • Pharmaceuticals (e.g. prescription pharmaceuticals, OTC pharmaceuticals)

Out-of-scope

  • Fitness and exercise equipment
  • Health and fitness trackers
  • Health publications and magazines
  • Medical treatments (e.g. nutrition counseling, medical consultations, health assessments)

* Not available for the selected country