Serbia's e-commerce sector is expected to see steady growth in 2026, with average order values reaching around $85, driven by increased digital payment adoption and expanding internet penetration. The total revenue is projected to surpass $2.3 billion, reflecting rising consumer confidence and online shopping convenience. Mobile commerce continues to dominate, representing over 60% of transactions, highlighting the importance of mobile-friendly platforms.
The number of e-commerce users in Serbia is forecasted to reach nearly 4 million, indicating widespread adoption across urban and rural areas. Payment preferences are shifting towards credit cards and digital wallets, which account for the majority of transactions. These trends underscore Serbia's evolving digital economy and the increasing importance of secure, accessible online payment options.