Number of online purchases in Q1 2025 increased by 40.1% compared to previous year

Online shopping in Serbia performed through card and e-money transactions continued growing in y-o-y terms – by 40.1% in Q1 2025. The number of online purchases reached 23.6 million, of which 16.5 million on domestic and 7.1 million on foreign websites, announced the National Bank of Serbia (NBS).

The most commonly used currencies are the dinar, euro, and dollar, which together account for 98.2% of all payments, with their share changing only slightly compared to Q1 2024 (98.3%). Purchases made in dinars went up by 43.4%, from 11.5 to 16.5 million, while their value rose by 52.2%, from 31.9 to 48.5 billion dinars. As for purchases on foreign websites, compared to Q1 2024, the number of payments in euros increased by 65% (from 3.1 million to 5 million), while their value was higher by 54.4% (from 133 to 205.3 million euros). Online purchases in US dollars declined by 17.9% (from 2 million to 1.7 million), but their value increased by 21.8% (from 47.8 million to 58.2 million dollars) relative to Q1 2024.

Of all online purchases in Q1 2025, more than two-thirds (69.8%) were made in the domestic currency. By the end of March this year, the number of domestic internet stores increased to 4,947, which is 21.1% more than a year ago (4,086).

The above data do not include cash-on-delivery transactions, as the NBS does not have them.

Narodna banka Srbije Beograd

National Bank of Serbia

NBS

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