Internet purchase breaks record in Serbia in 2025 – Online shopping increases five times compared to 2020

Last year saw a significant increase in the number of online purchases made using payment cards and e-money, as well as steady growth in the number of new online stores in Serbia. A record 110.6 million online purchases were completed in 2025. These results indicate that, on average, more than 303 thousand online purchases were made daily, further confirming the increasingly widespread use of digital payment channels, the National Bank of Serbia (NBS) announced.

The number of online purchases went up by 34.3% relative to 2024, when 82.4 million online purchases were made. This growth is even more pronounced in the medium term, representing a 5.2-fold increase compared to 2020, when the volume of online purchases amounted to 21.2 million.

Of the total number of online purchases made during 2025, more than two-thirds (71.0%) were carried out in the domestic currency. As for foreign currencies, the euro was the most represented with a share of 21.5%, followed by the US dollar at 5.5%. Purchases in pound sterling accounted for 0.3%, Swiss franc for 0.1%, while the remaining 1.7% referred to other currencies. These data indicate that the Serbian dinar, euro and US dollar were the most commonly used currencies in 2025, together accounting for 98% of all online purchases made using payment cards and e-money.

– At end-2025, there were 5,632 domestic online stores, or 906 more than at the end of the previous year. Their number grew 2.8 times compared to the end of 2020, when there were just over 2,000 online stores in the market. In this context, the number of transactions in Serbian dinars in 2025 recorded a 39.1% increase compared to 2024, while the value of these purchases rose by 46.3%. In absolute terms, there were 78.6 million such transactions in 2025, with a total value of RSD 237.4 billion – the NBS emphasizes.

As for the other two most represented currencies, compared to 2024, the number of purchases in euros increased by 44.5% (23.8 million vs. 16.5 million transactions), while their value rose by 39.3% (EUR 1,024.1 million vs. EUR 735.2 million). At the same time, the number of online purchases in US dollars declined by 23.3% (6.1 million vs. 7.9 million payments), while the value of these purchases increased by 12.5% (USD 244.5 million compared to USD 217.4 million).

Narodna banka Srbije Beograd

National Bank of Serbia

online shopping