Serbia's e-commerce return rate in 2026 stands at 12.5%, indicating a moderate level of product returns that align with regional standards. The total revenue from online sales is projected to reach USD 2.8 billion, demonstrating robust growth in the digital retail sector. Return-related costs constitute about 3.2% of total revenue, emphasizing the importance of efficient reverse logistics and customer service strategies.
The data reveals significant variation in return rates by category, with clothing items experiencing the highest at 18%. Electronics and home goods have lower rates, at 8% and 14%, respectively. Customer satisfaction related to return policies remains high at 78%, which is crucial for fostering trust and encouraging repeat purchases in Serbia's expanding e-commerce landscape.