Online shopping increasingly popular in Serbia – 34.2 million purchases in three months

Online shopping in Serbia grew in the second quarter of 2026, with a significant increase in the number of payments with cards and electronic money, the National Bank of Serbia announced. In the second quarter of 2026, 34.2 million online purchases were made, which is 28.5% more than in the same period last year. Of this number, 24.45 million payments were made in dinars, which confirms the continued growth of online shopping in the domestic currency and on the domestic market, while 9.75 million transactions were made on foreign websites, according to the NBS.

Payments in dinars, euros and US dollars accounted for 98.1% of all online purchases in the second quarter of 2026. Purchases made in dinars increased by 30.8%, from 18.7 million to 24.5 million, while their total value increased by 34.9%, from 56.5 billion dinars to 76.3 billion dinars.

When it comes to purchases on foreign websites, compared to the second quarter of 2025, the number of payments in euros increased by 34.7%, from 5.7 million to 7.7 million, with their value increasing by 23.8%, from EUR 261.8 million to EUR 324.2 million. On the other hand, the number of online purchases in US dollars decreased by 16.0%, from 1.7 million to 1.4 million, while their total value increased by 11.2%, from USD 60.9 million to USD 67.7 million, compared to the second quarter of 2025.

Of all online purchases made in the second quarter of 2026, more than two-thirds (71.5%) were made in the domestic currency. Such trends are also accompanied by an increase in the number of domestic online stores, which reached 6,278 at the end of June this year, which is 21.4% more than at the end of the second quarter of 2025, when there were 5,171.

The above data does not include purchases paid for on delivery, since the National Bank of Serbia does not have this data, the statement says.

Narodna banka Srbije Beograd

National Bank of Serbia

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