Serbia's social commerce payments have seen significant growth in 2026, with an average transaction value of EUR 45. The rising number of users, now over 3.2 million, reflects increased digital engagement across the country. Mobile payment app adoption remains high, with 78% of users leveraging these platforms for transactions, indicating a shift towards cashless payments.
The payment landscape is dominated by card transactions, accounting for 62%, while digital wallets like e-wallets hold a 24% share. This diversification in payment methods highlights Serbia's evolving e-commerce infrastructure. The trend suggests continued digital transformation, driven by improved internet penetration and consumer trust in digital payments, fostering a robust social commerce environment.