Small producers and traders often shy away from the world of e-commerce due to fear of the unknown and unrealistic expectations. According to Zorana Milidrag, co-founder of the E-commerce Association of Serbia and Footlocker’s e-commerce director for Southeastern Europe, education is key to dispelling myths and successfully entering the digital ecosystem. In an interview with BIZLife, Milidrag discusses the skepticism surrounding e-commerce, the role of artificial intelligence in modern sales and how future generations will shop. She also emphasizes the importance of understanding the market and proper positioning for success.
Why are some small producers and traders still hesitant to enter e-commerce? What is the underlying reason?
“It is human nature to fear the unknown,” Milidrag explains. “That’s why I always say that education is the first step toward freedom and success. Fear can sometimes be beneficial because it encourages careful consideration.”
She points out that early e-commerce ventures in Serbia often suffered because businesses, both large and small, mistakenly equated e-commerce with simply launching an online store. Many of these ventures were led by IT experts who specialized in platforms but lacked expertise in the broader digital ecosystem. “It’s like hiring only craftsmen to equip a physical store, but neglecting those who handle the products, marketing, logistics, and finances,” she adds. As a result, many projects failed, and rumors spread that e-commerce “doesn’t work.”
Milidrag stresses that successful e-commerce requires careful planning, educated personnel, and a thorough understanding of the entire process. “E-commerce is the result, not the beginning of the journey,” she says. “Education is the key to overcoming fears and avoiding costly mistakes.”
What are some objective reasons for skepticism, such as concerns about finance, security or regulation?
“One of the biggest misconceptions is that businesses believe simply opening an online store will lead to immediate success. This isn’t the case,” Milidrag explains. “You can’t just open an online store and expect instant visibility. Instead, focus on building your customer base and targeting the right audience. Perfection isn’t necessary at the start; customers care more about product quality, price, or service. You must find what differentiates you from others, and that’s what will attract your customers.”
She advises against the belief that everything has to be flawless from the start, as this often leads to missed opportunities. “If your product is good, customers will find you, even in an imperfect store.”
How difficult is it to explain to a small businessman that online sales and e-commerce are not the same?
“The key to explaining anything is to put it in terms that people understand,” Milidrag states. “Small business owners often don’t see the immediate benefits of e-commerce. However, once they realize the long-term potential, they begin to listen and understand the advantages. It’s important to create a context where they can appreciate the benefits of online sales.”
How far has Serbia progressed in terms of data security in e-commerce? What are we doing well, and where do we still need to improve?
Milidrag notes that the biggest threat to data security often comes from individuals themselves. “If something sounds too good to be true, it probably is. People fear online scams, but there are actually more scams in the real world than online. Our laws are aligned with global standards, but there is still a lack of public education in this area. While the global trend is toward reducing data sharing, we must be aware of the growing risks.”
How can artificial intelligence be an ally in e-commerce, as some view it as a threat?
Milidrag argues that artificial intelligence can be a valuable ally in e-commerce for both customers and merchants. “AI helps customers quickly find what they need and even suggests products they didn’t know they wanted. With AI, customers can interact with a sales assistant that mimics the in-store experience, building trust and connection with the online store.”
AI can also enhance the shopping experience by recognizing customer behavior and offering personalized suggestions based on their preferences. “In this way, AI is making the online shopping experience better than the physical store.”
How do you think the average person in Serbia will shop in 10 years? Will everything be done “from the armchair,” or will we still have to go to physical stores?
Milidrag believes there will always be a balance between online and offline shopping. “Some people will exclusively shop online, while others will prefer in-store experiences. Online shopping is convenient, but physical stores will still offer a unique experience that many consumers will enjoy. There’s no reason to believe that brick-and-mortar stores will disappear.”
Will today’s teenagers shop through traditional online stores, or will the future of e-commerce change?
Milidrag acknowledges that while minors are often restricted from making purchases, they are already engaged as consumers. “Today’s teens are already online shoppers, and businesses will need to adapt to their expectations. We need to understand their digital world instead of challenging it. The future of e-commerce will require us to adapt to younger generations’ preferences and habits.”
She also points out the growing shift in how businesses measure success, from tracking clicks to focusing on engagement and unique content. “The future of e-commerce will rely on creativity, individuality, and adaptability—qualities that technology can’t replace.”
