Serbia E-commerce Explained: Legal Forms, Payments and Sales Channels

Why Choose E-commerce in Serbia?

The e-commerce market in Serbia is experiencing continuous growth, with the COVID-19 pandemic accelerating the shift toward digital shopping. According to data from the National Bank of Serbia, online shopping increased by more than 30% in 2023, and this growth trend is expected to continue into 2024 and 2025.

Key Market Advantages:

• High internet penetration (over 80% of the population uses the internet)
• Growing consumer preference for online shopping
• Rapid development of logistics and courier services
• Government support for digital tools and e-government services

Legal Structure for E-commerce Businesses

To legally sell products or services online in Serbia, you must register a business entity. The available legal forms include:

• Entrepreneur (either as a flat-rate taxpayer or with full accounting records)
• LLC (Limited Liability Company)
• Branch Office of a foreign legal entity

Recommendation for foreign businesses:
Opening an LLC is generally the best option as it offers flexibility and limited liability protection for owners.

Payment Methods

Offering a variety of payment options is critical for success in Serbia’s e-commerce market:

• Cash on Delivery (COD) – Still the most widely used method
• Payment Cards – Visa, MasterCard, DinaCard
• E-banking / Mobile Banking
• Cryptocurrencies – Still a limited and informal market

Popular payment processor integrations include:
Payten (Monri), AllSecure (WSPay), Raiffeisen eCommerce, OTP, Stripe (via intermediaries), etc.

Taxes and Fiscalization

• VAT: Mandatory registration if your annual income exceeds 8 million RSD
• E-fiscalization: Online sellers are required to issue electronic fiscal invoices (eInvoices) using certified software
• Customs: Export customs declarations are required for sales of physical goods shipped outside of Serbia

Sales Channels: Online Store or Marketplace?

You can sell products via:

1. Your Own Website / Webshop

Common platforms include:

• WooCommerce (WordPress)
• Shopify
• Magento

2. Online Marketplaces and Platforms

• KupujemProdajem.rs – The most visited marketplace
• Shoppster, Ananas, ePonuda
• Instagram and Facebook Shops – Especially popular among small brands

Logistics and Delivery

Reliable and fast delivery is crucial for customer satisfaction in Serbia. Reputable courier services include:

• DExpress, BEX, AKS, CityExpress, Post Express, Daily Express

Technical tip: Many couriers offer API integration with webshops for streamlined order processing.

• Typical delivery time: 1–2 business days
• Average delivery cost: 300–400 RSD (often free for larger orders)