Online shopping in Serbia has seen a rapid increase in recent years — over 82 million online purchases were made last year, almost 40% more than the previous year and nearly triple the number from 2020. While clothing remains the most ordered category, demand for food is also growing. Many farmers are now using social media and specialized platforms to sell local products such as ham, cheese, sausages, wine, and even offer livestock fattening services.
Motivated by the desire to connect tradition with modern technology, Miodrag and Ljubinka Mitrović created the platform “Moje stado” (“My Herd”), which directly links farmers and consumers. The online marketplace allows customers to buy food like cheese, ajvar, or cured meat straight from the producers, without middlemen.
The project aims to help young people stay in rural areas and improve living standards in villages. Over 30 farms have already joined, offering transparency in food production and a wider reach for local producers. “We don’t have huge quantities, but online sales let us reach more buyers,” said farmer Vid Luković from Golija.
However, digital trade also faces challenges — mainly with older generations who are less familiar with technology. “My grandchildren handle everything online. I just do the farm work,” Luković added.
Consumers appreciate the convenience. “I get fresh, homemade food delivered to my door. Everything has been high quality so far,” said frequent online buyer Ana Stojanović.
The Mitrović family emphasizes that good communication and accurate information are key to building trust. Their platform automatically updates stock levels to prevent delivery issues.
A growing trend is “online fattening”, where customers can virtually raise pigs, lambs, or calves and pay in installments without intermediaries or loans. “The buyer knows the price upfront, and the farmer is sure to be paid,” said Luković.
Experts note that modern customers don’t just buy food — they buy the story behind it. “Producers need to show who they are, how they grow their food, and why it’s special. Trust and transparency are now the main currencies,” said agricultural journalist Miloš Stojanović.
Although the exact volume of online food trade in Serbia is unknown due to informal transactions, it is steadily growing. More farmers are recognizing digital channels as a way to reach customers, while buyers increasingly seek authentic domestic products delivered directly from the farm. This digital shift, experts say, has huge potential for the future of Serbian agriculture.
