While still from a low base, mobile e-commerce registered the highest current value growth of all retailing formats in 2021. While growth was not quite as high as in 2020, when value sales increased by nearly two-thirds, there was still very healthy double-digit value growth in 2021.
Third-party delivery apps are an important intermediary for businesses that do not have their e-commerce infrastructure and many retailers now offer delivery through these platforms. However, the bigger retailers are taking step to provide their own proprietary infrastructure.
Card usage is growing in Serbia, including online card payments, but mobile payments using virtual wallets is still at a very low level. Players could learn from neighbouring countries and their experience with developing mobile payments.
Mobile e-commerce will be the fastest growing retailing channel over the forecast period. The growth will be driven by younger consumers, who are very comfortable making mobile payments, having grown up with this technology.
The ongoing investment and development of mobile-friendly websites and apps by major grocery and non-grocery retailers will make mobile e-commerce more seamless for consumers and this will also be an important factor driving the growth of the channel over the forecast period. However, domestic players need to also build up trust about the safety of online payments, as there is still concern among certain consumers about the safety of online payments, including mobile payments.
If consumers take to online payments, including mobile payments, there could be significant advantages for retailers, including have much more data available about each consumer. Players could use incentives to encourage consumers to switch to online and mobile payments.
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Understand the latest market trends and future growth opportunities for the Mobile E-Commerce (Goods) industry in Serbia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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Mobile Internet Retailing includes sales through mobile devices such as smartphones and tablets. Please note that these sales are also included in the Internet Retailing Channel. Mobile Internet Retailing is also known as m-commerce.See All of Our Definitions
This report originates from Passport, our Mobile E-Commerce (Goods) research and analysis database.
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