Which e-commerce platform to choose for a store in Serbia in 2026

The market in Serbia

According to the National Bank of Serbia, 5,948 domestic online stores accepted payment cards in Q1 2026, 20% more than a year earlier, and 110.6 million online purchases were made in 2025, 34% more than in 2024.

Choose the platform to fit the business

There is no single best platform. There is the one that fits your catalog, processes and budget.

• WooCommerce: for starting to sell online and for small and mid-size catalogs (up to 5,000 products), with content and SEO. Build from €4,000, timeline 4–6 weeks.
• Custom store (Astro + Payload): for brands for which design, speed and owning the code are decisive. No platform license; in the Start package (€4,000–8,000), timeline 5–8 weeks.
• Magento 2 + Hyvä: for large catalogs (10,000 to 100,000+ products), complex pricing and deep connections to the ERP. Build from €12,000, timeline 10–16 weeks.
• Headless: for multiple sales channels, B2C and B2B, and full automation. Projects from €35,000, timeline 5–9 months, with a discovery phase from €3,000.

What changed in 2025 and 2026

• Hyvä, the fast frontend for Magento 2, has been free and open source since November 2025.
• The number of stores on Magento Open Source falls by about 10% a year (111,495 stores in the first quarter of 2026), so Magento pays off mainly for large catalogs.
• Payload has been part of Figma since June 2025 and has an official e-commerce plugin (beta), so the custom stack has a future independent of any single agency.
• Shopify Payments is not available in Serbia, so Fullo does not offer Shopify.

How to choose

If you are starting to sell online, choose WooCommerce or a custom store (Start package). If your catalog has more than 20,000 products or complex price lists, we recommend Magento 2. If you sell through several channels with a B2B portal, consider a headless architecture.

The calculator gives an indicative price for your case: estimate your price.