Shopping in Serbia: Brands, Tech Prices, and Delivery from Amazon/AliExpress

Mall Culture: What to Buy in Belgrade and Novi Sad

Shopping in Serbia is largely concentrated in major shopping centers, which have become an integral part of urban life. In Belgrade, the main attractions are Galerija, located on the waterfront, and Ušće, while in Novi Sad, it's Promenada. These malls offer a standard European selection of mass-market brands familiar to many shoppers.

Here you can easily find stores from the Inditex group (Zara, Bershka, Stradivarius, Massimo Dutti), as well as popular chains like H&M, Reserved, and others. Clothing prices are generally comparable to other Eastern European countries. However, you should be prepared that some familiar brands are not available in Serbia.

Therefore, if your goal is to update your wardrobe with basic items from well-known mass-market brands, Serbian malls are perfect for this. But for more niche or specific brands, you will have to travel to other countries or look for alternatives online.

Gadget Hunt: Official Stores vs. the 'Gray Market'

Buying electronics in Serbia is a topic that requires special attention. The main thing to know is that prices for popular gadgets, especially Apple products, are noticeably higher here than the average in Europe or the US. The price difference for a new iPhone can reach 20-25% due to high VAT (PDV) and import duties.

Officially, electronics are sold by large chains such as Gigatron and Tehnomanija, as well as authorized resellers like iStyle. Buying from them guarantees an official warranty and service, but also the highest price.

As an alternative, there is a thriving 'gray market.' The main platform here is the website KupujemProdajem (often abbreviated as KP)—a local equivalent of Avito. On it, you can find new, unopened devices that private sellers bring from neighboring countries where prices are lower (for example, from Hungary). This allows for significant savings but comes with certain risks related to the warranty.

Grocery Shopping: From Discounters to Specialty Stores

The range of grocery stores in Serbia is quite diverse and can satisfy different needs and budgets. For many, the basis of their shopping basket consists of discounters and large supermarkets.

• Lidl: A German discounter that has become a staple store for many due to its low prices on basic products and private label goods.
• Maxi and Idea: Large supermarket chains with a wider range of products, including well-known international brands. Prices here are generally slightly higher than at Lidl.
• Mere/Svetofor: The Russian hard discounter chain Mere (known in Russia as 'Svetofor') also operates in Serbia, offering goods at very low prices but with a limited and specific assortment.

Special mention should be made of 'drogerie' stores—shops specializing in cosmetics, household chemicals, and personal care products. The two main chains in this niche are the German DM and the local Serbian Lilly. They offer a large selection of both local and imported brands.

Online Shopping: Local Services and Customs Pitfalls

The e-commerce sector in Serbia is actively developing but has its own specifics, especially regarding international orders. On the domestic market, the marketplace Ananas.rs is gaining popularity, aiming to become the local equivalent of Amazon.

For fast delivery of groceries and goods from stores, services like Wolt and Glovo are widely used. Initially focused on food from restaurants, they now deliver almost everything: from groceries from supermarkets to medicines from pharmacies and cosmetics from 'drogerie' stores.

The main problem for fans of international online shopping is customs regulations. Parcels from abroad (e.g., from Amazon, AliExpress, or iHerb) with a value exceeding 50 euros are subject to mandatory customs clearance. This entails significant additional costs.

1. A customs duty of 10% is charged on the value of the goods and shipping.
2. VAT (PDV) of 20% is charged on the resulting amount (goods + shipping + duty).

As a result, the total overpayment is about 32% of the original cost of the parcel, making many purchases from abroad economically unviable.

Life Hack for Tourists: How to Get a Tax-Free Refund on Purchases

For tourists making purchases in Serbia, there is a pleasant opportunity to save money—the value-added tax (VAT) refund, known as Tax-Free. This allows you to get back a portion of the money spent when leaving the country.

To take advantage of this opportunity, several conditions must be met. The main one is that the purchase amount on a single receipt must be at least 6,000 Serbian dinars (approximately 51 euros). It is important to note that not all stores work with the Tax-Free system, so you should inquire about this with the seller in advance.

1. When making a purchase, ask the salesperson to fill out a special tax refund form (PDV-P or REF 4). You will need your passport for this.
2. Before flying out or crossing a land border, present your purchases (they must be unused and in their original packaging), receipts, and the completed form to a customs officer.
3. The customs officer will put a special stamp on your form, confirming the export of the goods.
4. You can receive the refund either at a payout point at the airport (if available) or by mailing the stamped document back to the store, which will then transfer the money to you.