Interview with Ljiljana Ahmetovic, CEO Shoppster Serbia and Slovenia
Shoppster is an innovative e-commerce platform completely focused on the customer, based on superior technology and state-of-the-art IT logistics. On a daily basis, we strive to fully respond to the different requirements and expectations of online shopping and offer every customer a comfortable, simple, safe and efficient shopping experience at all times.
Many features set Shoppster apart and make it unique – we offer over 600,000 products and more than 4.500 brands in Serbia and 270.000 products from more than 5.000 brands in Slovenia, as well as a unique shipment tracking capability.
How has the establishment of Shoppster’s business model evolved since 2018, and how has the company strengthened over time?
Shoppster is a favorite one-stop shop destination for millions of customers, from 7 to 77 and beyond, but it has also been envisioned as an extensive marketplace for everyone who wants their goods to find their way to customers quickly, easily and safely, while allowing the customers to find everything in one place. By connecting the biggest know-how of domestic trade with the experience of our experts who have had the opportunity to work and learn at Amazon, Allegro and similar successful platforms, we have shaped Shoppster the way it is today. By integrating our platform with the most advanced services of DExpress courier service, we have ensured safe, fast delivery of both small and oversized packages, as well as the flexibility to choose different delivery options, including parcel machines. Additionally, we continuously introduce new delivery services to enhance customer convenience.
What is Shoppster’s comparative advantage when approaching suppliers?
We offer manufacturers the opportunity to have their product seen 24/7 and potentially bought by more than 2,000,000 people. As part of United Group, the leading telecommunications platform in the region, which in addition to Serbia has been successfully covering the markets of Slovenia, Croatia, Bosnia and Herzegovina, Greece and Bulgaria for years, Shoppster provides its partners with first-class communication logistics, as well as effective and well-targeted TV and online promotion.
Is there any major award in the eCommerce and marketing industry that you haven’t won?
Thank you for the compliment and observation. As a matter of fact, 2024 was truly a triumphant year – we won every award given by the expert marketing jury, as well as those awarded by customers and the tech community.
We have started 2025 in the same rhythm, winning two awards presented by the eCommerce Association of Serbia: Best Marketplace Platform and Best Online Store for purchasing white goods, TVs and other consumer electronics.
Every award is a true energy boost for our team and is welcomed with joy, whether expected or not.
How have you built your brand recognition?
From the very beginning, we have positioned ourselves as pioneers and leaders in the eCommerce market – the first so-called eComm generalist, a marketplace offering the broadest selection in one place.
We have been building Shoppster’s position and recognition as a one-stop-shop destination for both customers and manufacturers – a place where you can purchase almost anything, but also where distributors, manufacturers, and sellers can offer their products.
We are continuously strengthening our Smart shopping position through attractive promotions, current offers, multiple payment methods, various installment plans, and exclusive benefits for members of the Smart loyalty program.
Considering that Shoppster operates in Slovenia and that you are the president of the eCommerce Association of Serbia, you can certainly provide an impartial assessment of where we stand compared to EU countries and developed markets.
The Serbian eCommerce market is continuously growing, primarily since the COVID-19 pandemic. It has been experiencing double-digit growth, outpacing the surrounding markets. This is a very positive indicator.
At the same time, we must acknowledge that our rapid growth is partly a result of a significant multi-year lag behind the region. We are now closer to neighboring countries in key eCommerce development indicators, particularly in terms of ARPU.
eCommerce is an integral part of Serbia’s overall industry, i.g. economy. Therefore, I believe that if we quickly recover from the current social and economic crisis, we can expect Serbia to reach the level of EU-member countries in the region in the coming years, in terms of eCommerce market size and per-customer consumption.