The number of online purchases paid by card or electronic money increased by 39.7 per cent year on year during the first quarter of 2026. The result extends Serbia’s rapid shift towards e-commerce and app-based payments, creating opportunities for retailers, payment processors, banks, logistics companies and software providers.
The National Bank’s instant-payment infrastructure is also processing a growing number and value of transactions. API Bank introduced deep-link functionality in June, allowing customers to move directly from an online checkout to their mobile-banking application and complete an IPS payment without manually entering payment details.
For merchants, instant bank payments can reduce dependence on international card schemes and potentially lower transaction expenses. Their wider adoption will depend on customer experience, fraud controls and whether retailers pass part of the savings to consumers.
The strongest commercial effect will be felt outside Belgrade. Digital payments allow smaller regional businesses to reach national customers, but they also raise expectations for warehousing, parcel delivery and returns management. E-commerce growth therefore creates demand for urban logistics and fulfilment facilities alongside the visible expansion in financial technology.
