E-commerce development, structure and infrastructure in the republic of Serbia with focus on e-retail

Abstract

The paper addresses the various aspects of e-commerce in the Republic of Serbia. Our focus is the retail sector: the survey covers 97 sites and combines primary findings with secondary data sources. After determination of the basic market's metrics, the quantitative references for the ease performance evaluation of an e-retailer are devised. Discovered customer behavior specifics of the product categories are discussed. The environment analysis exposed the most important infrastructural issues. Regional benchmark embraced: Romania, Bulgaria, Slovenia, Croatia and Macedonia while the EU27 is used as reference. Study concludes that the development is generally in line with regional trends, where the Croatia is the most similar and slightly better developed market.