Record 2025: More than 110 Million Online Purchases Made in Serbia In 2025, Serbia recorded 110.6 million online purchases, a 34.3% increase from 2024 and a 5.2-fold rise since 2020. The majority of these transactions (71%) were conducted in Serbian dinars. The number of domestic online stores also grew significantly, reaching 5,632 by the end of 2025.

• Serbia recorded 110.6 million online purchases in 2025, averaging over 303,000 per day.
• This represents a 34.3% increase compared to 2024 (82.4 million purchases) and a 5.2-fold increase compared to 2020 (21.2 million purchases).
• Over two-thirds (71%) of online purchases in 2025 were made in Serbian dinars.
• The euro was the next most popular currency (21.5%), followed by the US dollar (5.5%).
• Dinars, euros, and US dollars accounted for 98% of all online purchases made with payment cards and electronic money.
• The number of domestic online stores increased to 5,632 by the end of 2025, an increase of 906 from the previous year.
• Dinar purchases increased by 39.1% in number and 46.3% in value compared to 2024.
• Euro purchases saw a 44.5% increase in number and a 39.3% increase in value compared to 2024.
• US dollar purchases decreased by 23.3% in number but increased by 12.5% in value compared to 2024.