Wave 3 · beyond the EU
Selling in Serbia: distributors, retail and marketplaces
Serbia is the largest market of the Western Balkans and an EU candidate country. It is not in the EU, but it trades a lot with it, and distributors in Belgrade and Novi Sad often supply Bosnia and Herzegovina, Montenegro and North Macedonia as well. Many Serbian buyers already import from China and are open to new suppliers.
We serve Serbia on request, from our team in Poland, through distributors and partners, after checking the national rules for your product in the market assessment. Contracts are signed in your name, and you see every buyer in the shared CRM.
How B2B buying works in Serbia
Buyers are importers and distributors in Belgrade, Novi Sad, Niš and Kragujevac, wholesale companies, DIY and home retail chains, electronics retailers such as Gigatron, online shops, builders, installers and industrial companies. Foreign retail chains hold a large share of Serbian retail, and many local companies are family-owned and medium-sized. They buy in smaller volumes than Western European chains, but they decide quickly and stay loyal once a supplier proves reliable.
Buyers want samples, clear prices in euro, short answers and realistic delivery dates. English is common in first contact, but product information and labels for consumers need to be in Serbian. Serbian is also understood in Bosnia and Herzegovina and Montenegro, so a well-prepared Serbian offer can often be reused in those markets.
Online shopping is common, and KupujemProdajem is the most popular classifieds platform. Most consumer e-commerce runs through the web shops of local retailers, which buy from importers.
What Chinese suppliers often get wrong
A common mistake is to assume that CE marking is automatically enough. Serbia is not an EU member. Its product laws are largely aligned with EU directives, but products under certain Serbian technical regulations carry the national 3A conformity mark and need Serbian conformity documents. Since 2023 a Serbian body can issue domestic documents on the basis of foreign ones without re-testing, but only under certain conditions, for example through the CB Scheme or recognition agreements. EU test reports are therefore a strong basis, but they do not replace the local step. We check what applies to your product.
How we approach Serbia
Our team in Poland researches importers and distributors in your category, with priority for companies that also supply neighbouring countries. We prepare the offer in English and Serbian and follow up every contact. Import, customs and local conformity steps are handled with the importer. Contracts with buyers are signed in your name, and every introduced buyer is registered in the shared CRM. See distributor search.
Sales channels in Serbia
We choose the channels that fit your product, price level and order size.
Importers and distributors
Companies in Belgrade, Novi Sad and Niš that import, clear customs, hold stock and supply retailers.
Regional distribution
Serbian distributors that also cover Bosnia and Herzegovina, Montenegro and North Macedonia from one warehouse.
Retail chains
DIY, home, electronics and children’s chains, including international and regional chains.
Online retail
Web shops of retail chains and specialist online shops; KupujemProdajem for classifieds.
Construction and installers
Builders, installers and workshops buying building products, tools and equipment.
Wholesale trade
Wholesale companies supplying small shops and kiosks across the country.
Selling in Serbia: what to know
| Topic | What to know |
|---|---|
| Language of offers | English for first contact; Serbian for product information, labels and instructions for consumers. |
| Currency and payment | Import prices are usually in euro; the local currency is the Serbian dinar (RSD). Deposits or payment before shipment are common with new buyers. |
| VAT | 20% standard rate (10% reduced rate for some goods). |
| Product rules | National technical regulations largely aligned with EU directives; 3A mark where a regulation requires it; domestic documents can be issued on the basis of foreign ones under conditions set in 2023. |
| Customs | Serbia is outside the EU customs union: goods are cleared on import by the Serbian importer, who also pays import VAT. |
| Trade fairs | Belgrade Fair hosts SEEBBE, the building trade fair (April; 21–24 April in 2026), and the Furniture Fair (12–16 November 2026). |
| How we serve it | On request, from our team in Poland, through distributors and partners in Serbia; goods move by road through Hungary; contracts in your name. |
Strongest categories for Serbia
Industries where Serbian importers regularly look for suppliers.
Frequently asked questions
Is CE marking enough for Serbia?
Not always. Serbia is not an EU member and has its own technical regulations, largely aligned with EU directives. Some products carry the national 3A mark and need Serbian conformity documents, which can sometimes be issued on the basis of EU documents without re-testing. We check what applies to your product.
How do I find distributors in Serbia?
We research importers and distributors that already sell your category in Serbia and contact them in English and Serbian. You receive a short list with notes, and every introduced buyer is registered in the shared CRM.
Can a Serbian distributor cover other Balkan countries?
Often yes. Some Serbian distributors supply Bosnia and Herzegovina, Montenegro and North Macedonia. Each country still has its own customs and product rules, so the distributor handles import country by country.
Do I need a company in Serbia?
No. A Serbian importer buys from your factory and handles customs, import VAT and local conformity steps. Contracts are signed between your factory and the buyer.
How long until the first order?
We cannot promise a date. First contacts usually start in the first month and samples follow in the second or third. If your product needs Serbian conformity documents, that step can add time before the first delivery.
Start selling in Serbia
Send your catalogue and prices. We reply within one working day and tell you which buyers and conformity steps fit your product in Serbia.
Apply for European sales
Tell us what you make and where you want to sell. Within one working day we reply with a first view of your chances in Europe and the next step.
- Reply within 24 hours on working days
- Write in English or Chinese
- No fee until you accept a written proposal
- Emailcorp@longmeniq.com
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- WeChat+48 794 992 599Add us by phone number
- Phone+48 577 723 719
- Working hoursMon–Fri, 9:00–17:00 Warsaw16:00–24:00 Beijing (winter)
- EU officeEnjoyGroup Sp. z o.o.ul. Brzeska 8/4, 21-500 Biała Podlaska, Poland