The State and Development of E-Commerce in Serbia

Abstract

The authors of this chapter constructed and published multidimensional model for the evaluation of e-commerce diffusion in any country. According to this model qualitative research of conditions for ecommerce penetration in Serbia was conducted. Serbia is located on an important geographical location in Southeast Europe. After Yugoslavia’s falling apart and a decade of stagnation, Serbia came to a road of economic changes and it became an economy in transition – it was pronounced the leading reformer in 2005 by The World Bank. Our main finding is that the process of diffusing e-commerce in Serbia is still on the waiting list, but different states are found for different layers of this multidimensional model. Some good experiences found in Serbia’s e-commerce practice are mainly from the B2C e-commerce, while a strategy of B2B e-commerce could be a catalyst for pulling together the facilitating conditions and engaging Serbia in global electronic economy.