With the Fourth Industrial, i.e. Digital Revolution, we have a chance to make up for lagging behind and catch up with more developed countries. This technological revolution will fundamentally change our lives, it is inevitable and unstoppable. Only winning societies choose to welcome changes, they do not shy away from them. The Serbian government believes that Serbia is ready to lead the entire region in changes that will follow and creation of new possibilities for all. The digitisation process will enhance the standard and quality of life for hundreds of thousands of Serbian citizens. Efficiency will be increased, costs will be reduced and new value will be created in almost all areas of life and work. The digitisation process is the most important catalyst of innovations, competitiveness and growth.
E-commerce is becoming an increasingly popular way of purchasing goods and services among citizens of the Republic of Serbia. The number of internet users in the Republic of Serbia is undoubtedly growing daily. This is unsurprising, considering that owning a smartphone is now almost taken for granted, and the financial and technical barriers to its use have largely disappeared. In addition to the significant number of consumers buying goods and services online, it is crucial for citizens to understand how to protect their rights when shopping online.
The first step is to verify the seller. The protection of consumer rights depends on whether the trader is registered in the Republic of Serbia or abroad.
- When purchasing from a merchant registered in the Republic of Serbia, consumers are entitled to all rights guaranteed under the Law on Trade and the Law on Consumer Protection. Before ordering goods, citizens should request the merchant’s registration details and verify them on the website of the Business Registers Agency. In case of disputes, consumers can seek help from market inspectors, consumer associations or pursue their rights through the courts in Serbia.
- If the seller is an unregistered individual engaging in illegal trading, the consumer is not protected. However, any information about the seller can be reported to the market inspection.
- When buying from a trader from abroad, the consumer’s rights depend on the guarantees offered by the trader or the online platform facilitating the transaction. In disputes, international law dictates that the laws of the seller’s country of registration apply.
Consumers purchasing online have the legal right to change their mind, cancel the purchase and return the goods within 14 days of delivery without providing a reason. The trader is obliged to refund the money. However, this right does not apply to purchases made in physical retail outlets (offline purchase).
E-commerce is an indicator of business sophistication and a gateway to new markets. Many companies in the Republic of Serbia recognise the growing significance of e-commerce and agree that its importance as a business channel will continue to rise globally and domestically. A large number of companies now operate their own websites, and electronic stores offering online payment options are increasing.
E-commerce in the Republic of Serbia continues to develop and improve. The digital economy, including e-commerce, is one of the government’s strategic priorities. Efforts are being made to enhance all aspects of e-commerce, including strengthening consumer confidence in online shopping, supporting e-merchants, improving logistics flows and promoting electronic payments.