economy
March 17, 2026
Record 2025: More than 110 Million Online Purchases Made in Serbia
In Serbia, a record 110.6 million online purchases were made in 2025, averaging over 303,000 daily, further confirming the increasing use of digital payment channels among users, the National Bank of Serbia announced today.
TL;DR
- 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.
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