The “Summary Report on the Results of the E-Commerce Survey in the Republic of Serbia” provides a comprehensive overview of the current state and future development of Serbia’s e-commerce market from both consumer and online retailer perspectives.
Conducted within the framework of the “EU Support to the Internal Market- EU4IM” project, the research examines consumer behavior, preferences and satisfaction, as well as the digital readiness, challenges and growth ambitions of Serbian e-retailers. The findings confirm that e-commerce in Serbia continues to expand, while highlighting key challenges related to consumer trust, logistics, digital skills and the adoption of advanced technologies.
The report offers valuable insights into online shopping habits, payment preferences, customer expectations, retailer competitiveness and opportunities for further digital market growth. Its findings provide an important evidence base for policymakers, businesses and other stakeholders seeking to strengthen the competitiveness and sustainability of Serbia’s e-commerce ecosystem.
The report is available in Serbian language.