In recent years, online shopping has been steadily increasing in Serbia. While Serbian consumers still predominantly shop in local stores, there’s no doubt that platforms like Temu have become hugely popular, alongside other well-known brands that Serbs love for their one-click shopping experiences.
We’ve prepared a detailed report on the online shopping scene in Serbia, as well as some essential tips to protect yourself from the growing threat of online scams.
Online shopping growth in Serbia: Great deals and variety
In 2023, Serbia saw 59.2 million online payments, representing a 37% increase compared to 2022, according to the National Bank of Serbia (NBS). Domestic retailers accounted for 37.8 million transactions, with a total value reaching an impressive 109.2 billion dinars. The number of transactions in euros and US dollars also grew in 2023.
This trend continued in 2024, with Serbian citizens spending over 540 million euros online during the second quarter alone (across transactions in dinars, euros, and dollars). This figure doesn’t even account for cash-on-delivery purchases, meaning the actual spending is likely much higher.
Why do we love online shopping?
The primary advantage of online shopping is the ability to shop from the comfort of your own home. However, many people would agree that time savings are not the only factor driving them toward this method. Online platforms offer great discounts and frequent sales on foreign websites, often making shopping far more affordable compared to physical stores—even in the best shopping malls. If you can’t find something locally, you can always turn to online shopping—Serbia knows this well.
Most popular online purchases in Serbia
While nearly everything is available online, the biggest demand is for clothing, footwear and fashion accessories. Electronics come in third place, according to research by TGM Research. Factors like fast delivery, free shipping, and multiple payment options are key influencers on Serbian consumer behavior.
Popular foreign platforms for Serbian shoppers include Zara, H&M, Ikea, ASOS, eBay, AliExpress, Alibaba and Amazon. Domestically, the most popular platforms are KupujemProdajem, Tehnomanija, Planeta Sport, Gigatron, Đak Sport and Sport Vision.
Temu: The latest trend
If you thought that Serbs were obsessed with AliExpress, it seems nothing compares to the frenzy surrounding Temu. In just a few months, this Chinese app has become a phenomenal hit in Serbia, and it likely explains the spike in online spending in the second quarter of this year.
What’s the appeal? Not only are the prices very low across various product categories, but the products are often on sale, creating a sense of urgency for customers—buy now before the price goes back up to its regular amount. Temu has successfully captured the attention of consumers with its incredible discounts.
It’s common to hear stories of people finding items for as little as 100 or 200 dinars. However, adding items to your cart can easily become addictive, and before you know it, your final bill could reach several thousand dinars, despite each product being very cheap.
Shein is coming soon
In mid-August, Serbia’s Post Office signed an agreement with the Hungarian postal service to facilitate the use of the Shein app in Serbia. This will allow for quick and efficient delivery of packages, with orders being shipped within 72 hours after customs clearance. The Serbian Post has also announced that by the end of the year, the number of parcel lockers will increase from 500 to 1,000—an essential service for Shein orders.
This Chinese app is renowned globally, especially among Generation Z. Shein is primarily known for its very affordable clothing, and it will be interesting to see whether its popularity can surpass the current trend for Temu.
How to shop safely online
Safety is always a priority when shopping online, especially if you are a beginner. Before making a purchase, check that the website URL begins with “https://” and look for the padlock icon in the address bar. This means the connection is encrypted and your payment details are secure.
However, even when shopping on a secure site, it doesn’t guarantee good service or satisfied customers. Always do your research on the site before purchasing. Read customer reviews to find out if there are frequent issues with delivery or returns. Additionally, check the return policy, even if you don’t plan to return anything—it’s always better to know your options.
When making online payments, always use trusted methods like credit cards or PayPal. Avoid unfamiliar payment systems as they can be a red flag for fraud. Make sure to save the receipt and transaction confirmation email. This documentation can be helpful if you encounter any issues with your purchase or delivery.
Be aware of extra costs
The price you see on the product page is often not the total amount you’ll pay. Always check for additional costs such as shipping fees, which may not be included in the product price. Shipping is often free if your total exceeds a certain amount, but it’s important to verify this before completing your purchase.
When ordering from abroad, shipping costs can range from a few euros to over a hundred, depending on the origin of the product. There’s also customs duty: for all shipments over 50 euros, a 10% customs duty applies, along with a 20% VAT on all foreign shipments.
Conclusion
While online shopping can be a fun and convenient way to shop, it’s crucial to stay informed about all aspects of the process to ensure a safe and efficient experience. Whether it’s exploring the latest trends or making sure you understand the costs and risks, shopping online is all about balancing excitement with caution.
