Serbia's e-commerce sector is experiencing steady growth, with a conversion rate of 4.2% in 2026. This indicates increased consumer trust and improved digital infrastructure, supporting higher sales volumes. Mobile commerce dominates, accounting for 68% of transactions, driven by widespread smartphone adoption and enhanced mobile payment options.
The total e-commerce revenue is projected to reach $2.4 billion USD, reflecting a robust digital economy. As online shopping becomes more mainstream, consumers are spending more per transaction, with an average order value of €55. The growth in online shoppers—up to 3.1 million—underscores Serbia's expanding digital consumer base.