Online retail activity in Serbia continued to expand in 2025, with the number of internet purchases reaching a record 110.6 million transactions, equivalent to roughly 303,000 purchases per day, highlighting the steady shift toward digital consumption.
The increase reflects a broader trend in payment behaviour, as electronic transactions become more embedded in everyday spending. Growth has been supported by rising trust in online payments, wider acceptance of cards and digital wallets, and the continued expansion of delivery and logistics services.
Underlying infrastructure is keeping pace. The number of payment cards in circulation now exceeds the size of the population, while the network of POS terminals continues to expand, improving access to digital payments across both urban and regional markets.
The data suggests that e-commerce in Serbia is moving beyond early-stage adoption. What was once an occasional purchasing channel is increasingly becoming a routine part of consumer behaviour, particularly in segments such as retail goods, services and subscription-based platforms.
At the same time, the rise in online transactions is beginning to carry broader economic implications. Higher volumes of digital payments are feeding into banking sector revenues, while also reshaping retail competition as traditional stores face growing pressure from online platforms operating with lower overheads.
The shift is also supported by high internet penetration, which now covers the vast majority of the population, removing a key barrier to further expansion. As connectivity improves and digital services become more integrated, the pace of adoption is likely to remain strong.
Looking ahead, market participants expect growth to continue, although the focus may gradually shift from transaction volume toward value creation. The development of local platforms, the evolution of logistics networks and the role of fintech providers will increasingly determine how much of the expanding digital market is captured domestically.
For now, the latest figures underline a clear direction of travel: Serbia’s retail landscape is becoming more digital, with online transactions steadily taking a larger share of total consumption.
