Marketplaces in Serbia 2026: an honest comparison

The online marketplace landscape in Serbia is alive: several platforms overlap in features, but each has its niche and philosophy. This article is an honest review — not marketing — of the best-known marketplaces in Serbia in 2026. Vondi is a new player (since 2026), so we write about ourselves too, but without putting competitors down.

Note: facts about competitors verified from public sources (websites, APR, news). Prices and fees change — verify at the source before any business decision. Vondi statistics — internal, as of May 2026.

Overview of major players

Ananas

• Founded: 2021.
• Owner: Delta Holding (one of the largest companies in Serbia).
• Focus: B2C marketplace, emphasising large brands and logistics.
• Logistics: own logistic centres, Ananas Express delivery.
• Payment: cards, IPS QR, COD, instalment plans (credit partners).
• Languages: Serbian (Latin), help in Cyrillic.
• Specifics: integration with Delta Holding ecosystem (banks, insurance, malls).

Shoppster

• Founded: 2022.
• Owner: MK Group (another major Serbian business holding).
• Focus: B2C marketplace, with a curated seller selection.
• Logistics: partners (Pošta, BEX, AKS, City Express).
• Payment: cards, IPS QR, COD.
• Languages: Serbian (Latin).
• Specifics: "Shoppster Plus" subscription with extra discounts and free delivery.

eMag

• Founded in Serbia: 2014 (Romanian parent since 2001).
• Owner: Romanian eMag group, Naspers/MIH as major investor.
• Focus: B2C marketplace, regional player (Romania, Bulgaria, Hungary, Serbia).
• Logistics: own eMag Express + partners.
• Payment: cards, IPS QR, COD, "eMag Genius" subscription, instalment plans.
• Languages: Serbian, but with Romanian roots in some functions (occasional translation glitches).
• Specifics: large catalogue (millions of items across the region), loyalty programme.

Limundo / KupujemProdajem

• Founded: Limundo 2003, KupujemProdajem 2008.
• Owner: EXTRA Group (local Serbian holding).
• Focus: C2C classifieds — dominant for second-hand items, other private goods.
• Logistics: arranged between buyer and seller (often local pickup).
• Payment: between the parties — cash, bank transfer, card (off-platform).
• Languages: Serbian (Latin and Cyrillic).
• Specifics: the largest C2C community in the region, strong "buy used" culture.

OLX

• Founded in Serbia: 2014.
• Owner: Naspers (a South African global media conglomerate).
• Focus: C2C classifieds with some B2C elements.
• Logistics: mostly arranged between parties.
• Payment: mostly cash, off-platform.
• Languages: Serbian.
• Specifics: many categories (cars, jobs, real estate, second-hand items).

Vondi

• Founded: 2026 (VONDI GLOBAL D.O.O. BEOGRAD, PIB 115369231).
• Focus: B2C and C2C in one system — a new combination on the Serbian market.
• Logistics: Pošta Srbije Post Express + lockers.
• Payment: cards (AllSecure, 3-D Secure), IPS QR (PaySpot), COD.
• Languages: Serbian (Latin and Cyrillic), English, Russian.
• Specifics: integrated ESIR fiscalisation, multilingual support from day one, free storefront for sellers.

Vondi is still young: in May 2026 we have 3 active storefronts, around 11,000 listings, registration open to individuals and companies. We don't claim to be larger than Ananas or eMag — we aren't. But we do claim to offer something they don't.

Comparison table

What sets Vondi apart

Honestly: in 2026 Vondi is smaller than all the other marketplaces. We have a few specific points worth a look:

1. B2C and C2C in one system

The classic model is that B2C marketplaces (Ananas, Shoppster, eMag) don't accept individuals, and C2C platforms (Limundo, KupujemProdajem, OLX) don't host fiscalised companies. Buyers have to choose where to look. Vondi has both:

• An individual can sell a used phone.
• An LLC with ESIR can run a storefront alongside.
• The buyer sees both in the same search.

Similar to the eBay model — and not previously available on the Serbian market in this form.

2. Multilingual support from day one

Most Serbian marketplaces are Serbian-only (Latin). Vondi is Serbian (Latin and Cyrillic), English and Russian from the start:

• No language switch needed for international buyers/sellers.
• The Russian-speaking diaspora in Serbia (growing since 2022) has its language.
• English makes business integration easier.

3. Integrated fiscalisation for all B2C sellers

Several other marketplaces also support fiscalisation, but often with extra steps (the seller integrates their own ESIR or buys a special device). Vondi:

• ESIR fully integrated into the checkout flow.
• The fiscal receipt arrives by e-mail as a PDF within seconds of payment.
• The seller doesn't buy their own ESIR device — Vondi is the solution.

4. Free storefront for small sellers

Small sellers often can't afford a 5,000-15,000 RSD monthly subscription. Vondi offers:

• Free storefront opening — no monthly fee.
• Percentage fee per sale — pay only when you sell.

Details on fees — tariffs page.

5. Multi-storefront cart

Most Serbian marketplaces split the cart by seller (each seller = a separate order, multiple checkouts). Vondi has a single cart with multi-storefront support:

• Add items from multiple sellers at once.
• Pay in one transaction.
• Vondi splits delivery into multiple shipments automatically.

Which one is for whom

Concretely — which platform suits whom:

"I want a big brand catalogue, willing to pay more for fast delivery"

→ Ananas, Shoppster or eMag. They have wider brand selection and more developed logistics.

"I want to sell second-hand items, fast and without registering an LLC"

→ Limundo, KupujemProdajem or OLX. C2C classifieds were built for this.

"I want B2C and C2C on the same platform with guaranteed payouts"

→ Vondi. There's nothing comparable in Serbia.

"I want a multilingual platform for international buyers"

→ Vondi or eMag. Vondi has sr/en/ru from day one; eMag has sr but with some translation issues.

"I have a small business, can't afford a monthly subscription"

→ Vondi. Free storefront, pay only a percentage per sale.

"I want maximum payment security with chargeback"

→ Any of: Vondi, Ananas, Shoppster, eMag. All have 3-D Secure and card payment. Limundo, KupujemProdajem and OLX are classifieds — payments are between parties, no chargeback.

What Vondi doesn't do (yet)

Honestly, here's where Vondi loses:

• Smaller catalogue. 11,000 listings vs. millions on eMag. It takes time.
• Fewer brands. No direct contracts with all major brands — yet.
• No "Plus" subscription like Shoppster or "Genius" like eMag.
• No instalment payment through our system (buyer can use their credit card).
• No own logistics. We use Pošta Srbije — reliable, but not Ananas Express.

We plan to build all of this gradually. We won't lie that we're bigger than we are.

Vondi specifics

What is currently unique on the Serbian market, as far as we know:

• Sr/en/ru languages from the start — other marketplaces added languages over time, we started with all three.
• Integrated ESIR for every B2C seller — no extra steps.
• Multi-storefront cart — we haven't seen this on other Serbian B2C marketplaces.
• B2C + C2C in the same checkout flow — the eBay model, not previously available on the Serbian market in this combination.

Conclusion

An honest conclusion: in 2026 Vondi is a smaller marketplace than everyone else in this comparison, but it offers a combination of features that the others don't. If you need a huge catalogue right now, head to Ananas, Shoppster or eMag. If you want a multilingual B2C/C2C marketplace with a free storefront — Vondi is the answer.

We don't pretend to be "the best." We do claim to be the most honest with small sellers and the most open to all buyer types. That's our philosophy.

Questions, suggestions, criticism — write to mail@vondi.rs or check the about page.