Alibaba Group has shown interest in expanding its presence in Serbia for over eight years. Recently, a Chinese delegation from Hangzhou visited Niš, discussing plans for Alibaba to build a large logistics center there.
Dr. Veljko M. Mijušković from the University of Belgrade emphasizes the strategic importance of this project. Niš’s location on Corridor 10, along with its airport, railway, and highway access, makes it an ideal logistics hub. The center would speed up delivery times for Alibaba’s platforms like AliExpress, reducing waiting from weeks to just one or two days.
This development could revolutionize online shopping in Serbia by lowering costs, increasing delivery speed, and improving reliability. It may also stimulate greater e-commerce adoption and compel domestic sellers to enhance their services.
However, increased competition from Alibaba could challenge local small businesses and manufacturers, especially those unable to compete with lower prices on Chinese goods. The arrival of Alibaba could pressure merchants currently importing and redistributing Chinese products.
Dr. Mijušković suggests that with strategic state regulation and cooperation, the logistics center could also benefit Serbian producers by providing them access to global markets via Alibaba’s platform, turning a potential threat into an opportunity for local companies.
Eight years ago, Alibaba and Serbia’s Ministry of Trade agreed on cooperation in e-commerce, tourism, and logistics. Alibaba’s founder, Jack Ma, visited Belgrade in July 2023 to study the Free Trade Agreement between Serbia and China, which took effect on July 1, 2024. Details of his meetings with Serbian officials were not publicly disclosed.
