Retail e-commerce is projected to see strong, albeit more stable, single-digit growth during the forecast period (at constant 2022 prices). E-commerce is gaining popularity as a mode of purchasing goods and services in Serbia, boosted by the rising number of internet users.
While retail e-commerce is expected to continue seeing strong growth during the forecast period, the quality of the products being offered online is likely to become increasingly important to consumers. For example, during a debate on consumer rights organised by Lidl on World Consumer Day, Maja Anokic, head of the Serbian Consumer Center, partly attributed the rise of online shopping as a cause of the increase in complaints about electrical goods that had been purchased.
Fashion e-commerce will likely remain one of the largest and most dynamic categories within retail e-commerce over the forecast period. In order to fully benefit from the increased demand fashion retailers will need to embrace new technologies such as virtual fitting rooms, while click & collect services will likely also prove appealing.
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Retail E-Commerce
Online sales of new and used goods to the public from a business for personal or household consumption. This figure includes those purchases made via online marketplaces, assuming it is a business-to-consumer purchase. This figure includes the purchase of mobile apps, games, in-app purchases and downloaded versions of recorded music, film, video games, books, journals and magazines. Note: The streaming versions of these media types, which are not tracked in Retailing, are captured in Streaming Services E-Commerce. Goods purchased via quick-delivery services, such as Amazon Prime, are captured here, whereas the subscription fee for such a service is captured in Other E-Commerce. Retail purchases made via hyperlocal or third-party delivery platforms are also included here, while the delivery fees associated with such services are included in Other E-Commerce. This category excludes the following industries and channels: • Specialist retailers of motor vehicles; motorcycles, vehicle parts and fuel • The rental, hire and leasing of products • Wholesalers, cash and carry outlets • Consumer-to-consumer transactions • Informal retail which is not declared to tax authorities
See All of Our DefinitionsThis report originates from Passport, our Retail E-Commerce research and analysis database.
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