Record year for online shopping – In 2025, over 225,000 online purchases on average every day in Serbia

Online shopping in Serbia performed through card and e-money transactions is becoming a significant segment of the payments market. Namely, the past period saw a sustained increase in online purchases, culminating in record 82.4 million transactions in 2024. This means that over 225,000 online purchases on average were made every day last year, announced the National Bank of Serbia (NBS).

According to the NBS, compared to 2023 (59.2 million), 2024 saw a 39.2% increase in online purchases. Relative to five years prior (2020: 21.2 million purchases), growth surged by 288.5% (3.9 times).

– Of the total number of online purchases made by clients of payment service providers in 2024, more than two thirds (68.5%) were in the domestic currency, while the following currencies also had significant shares in the basket of currencies: the euro (20.0%), the US dollar (9.6%), the pound sterling (0.3%), the Swiss franc (0.1%) and other currencies (1.6%) – the NBS points out.

At end-2024, the number of domestic online shops reached 4,726, which is a 17.9% increase from 2023 and a 134.8% rise from end-2020.

The data collected by payment service providers and reported to the National Bank of Serbia (NBS) do not include cash-on-delivery transactions.

Narodna banka Srbije Beograd

National Bank of Serbia

NBS

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