For first-time exporters to Serbia, it is important to note that distinct cultural differences between Serbia and the United States translate into different local labeling regulations, which may dictate changes in selling, advertising, and marketing for U.S. firms. Although many strategies used by firms in the United States can be equally effective in Serbia, U.S. companies are advised not to automatically assume that selling in Serbia is the same as selling in the domestic U.S. market. Companies should carefully research the implications of promotional activities prior to their implementation in Serbia.

A tight credit policy in Serbian banks, exacerbated by external shocks, makes the ability to provide financing a key factor in selling both industrial and “high ticket value” consumer goods. Many Serbian buyers prefer to pay in monthly installments even for low-cost goods. Sales techniques critical to success include close and frequent contact with buyers, motivated and trained partners, and aggressive market promotion. U.S. firms interested in selling products to state-owned companies will need to establish the company’s credibility with Serbian government entities. Internationally financed public procurements offer the best opportunity for transparent purchasing decisions.

Trade Promotion and Advertising

Aggressive product promotion and advertising are effective tools in Serbia, especially for consumer goods, where brand image is important. U.S. products face fierce competition from both local and European sellers. Television and radio advertising remain the most effective, with TV reaching 90 percent of households. Digital and commercial graphics such as billboards (over 10,000 in urban areas) are widely used.

The Business Registers Agency lists more than 2,500 media outlets, including 900+ print, 750 web portals, 330 radio stations, and 240 TV stations. State TV restricts ads to six minutes/hour, while private stations allow advertising to cover up to 20 percent of programming. Advertising tobacco and alcohol is banned. The Belgrade Fair and Novi Sad Fair are major venues for trade events—Expo 2027 will further boost global attention and sector opportunities. Most agencies are boutique-scale but often partner with international firms for larger campaigns.

In Serbia, effective trade promotion and advertising remain vital, especially for consumer goods where brand visibility is critical. U.S. exporters can leverage multiple high-profile channels and venue opportunities for market entry and expansion.

Trade Promotion and Advertising

Aggressive product promotion and advertising are key to success in Serbia, supported by numerous traditional and digital media outlets and well-established event venues. Television and radio have the broadest reach; TV covers 90% of households, while radio maintains high penetration in both urban and rural areas.

Local Fair and Trade Show Authorities:

Belgrade Fair (Beogradski Sajam): The principal venue for industry trade shows and exhibitions in Serbia. It hosts annual fairs such as automotive (BG Car Show), construction equipment, furniture (BG Furniture Fair), pharma, books (Belgrade Book Fair), tourism, and more.
Contact: info@sajam.rs

Novi Sad Fair: Home to the largest agricultural fair in Serbia and multiple other sectoral events.
 Contact: info@sajam.net

Local Newspapers and Trade Publications:

•  Politika: Serbia’s oldest daily newspaper, covering business and economic news. 

• Danas: Independent daily newspaper focused on current affairs, business, and trade. 

• Biznis & Finansije: Business and financial magazine with trade and market insights. 

• eKapija: Digital business portal featuring trade, commerce, and investment news.

• Balkan Green Energy News: Leading trade publication for the energy sector. 

Radio/TV/Cable Information:

• Radio Television of Serbia (RTS): State broadcaster with national and regional television and radio channels. 

• Prva TV: Major private broadcaster. 

• B92: News-focused TV/radio station. 

• Radio S: Popular private radio network.

• Pink TV: Leading commercial television station.

Business Service Providers (BSP), FUSE, Single Company Promotion (SCP):

• U.S. Commercial Service Serbia: Provides Single Company Promotion (SCP), International Partner Search, ICP due diligence, and introductions via the Business Service Provider (BSP) Directory.

• BSP directory: https://www.trade.gov/business-service-providers-serbia

• Contact: BelgradeOffice@trade.gov

Additional event and sector resources:

• Serbian Chamber of Commerce (PKS)

• Foreign Investors Council (FIC)

• AmCham Serbia

These web resources and industry contacts help exporters access Serbia’s most relevant advertising platforms, media outlets, trade shows, and promotional services for successful market entry and brand building.

The U.S. Commercial Service Serbia helps exporters promote products via its Single Company Promotion (SCP) service.

Pricing

Minimum wage in Serbia increased to $540 gross/month in Q1 2025 and will increase to $650 per month on January 1, 2026. The average gross monthly salary stands at about $1,150 (net $840). Prices remain a central concern for most Serbian consumers, with urban/rural discrepancies. There is also a significant group of high-income consumers willing to pay for premium goods.

VAT remains at 20% for most products, with a reduced rate of 10% for groceries, books, and medicines. Sellers who meet the annual revenue threshold must register as VAT payers; currently, the registration threshold is 8 million RSD (approximately $73,000). Non-resident businesses selling online into Serbia may be required to appoint a local VAT representative for compliance. Sellers are required to report price changes for basic foods to the Ministry of Trade 15 days in advance; the state can block price increases to stabilize the market.

Pricing Formula and Fees

For precise calculations, consult with a local tax advisor, customs broker, or trade specialist familiar with the current tariff structure and VAT regulations. In Serbia, pricing strategies must account for the base product price, import duties, logistics, distribution/agent commissions, and obligatory value-added tax (VAT). Most goods are subject to a standard VAT rate of 20%, which must be shown as part of the final sale price. Essential goods such as groceries, books, and medicines qualify for a reduced 10% VAT rate. In September 2025, the Serbian government adopted strict limits on gross margins retailers may charge on approximately 30,000 products. These limitations apply for a six-month period, but they could be renewed.

Import duties for U.S. products follow most-favored nation (MFN) rates, which are often higher than those for EU-sourced goods. Additional fees commonly include customs clearance, broker charges, local transport, and if applicable, excise taxes or recycling fees. For certain staple food items (like bread or cooking oil), companies must notify price changes 15 days in advance, and the government may intervene to cap increases for market stability.

Buyers in Serbia, particularly for higher-priced items, frequently request payment flexibility (such as monthly installments). Seller markups, local distribution costs, and compliance fees must also be factored into pricing. VAT registration is required for sellers whose annual turnover exceeds 8 million RSD (about $73,000). International e-commerce sellers may need a Serbian VAT representative.

Final prices displayed to consumers must include all relevant taxes and fees. Consulting with specialized local legal and tax professionals is advised to ensure full compliance with updated VAT and fee structures.

Sales Service/Customer Support

After-sales support is mandatory. The Consumer Protection Law, aligned with EU directives, obligates timely information (unit pricing, technical specs), rapid complaint response within 8 days, and the right for consumers to accompany officials during dispute measurement/testing. Records of complaints must be kept for two years, and stores must assign staff specifically for handling them.

The National Bank of Serbia runs a consumer protection department and a public call center. The National Council for Consumer Protection supports collaboration between authorities, NGOs, and businesses. Major NGOs and consumer organizations actively provide advocacy and legal guidance.

Local Professional Services

AmCham Serbia:

The leading independent association for U.S., international, and local firms; offers legal, accounting, consulting, HR, and other business services.
Contact: info@amcham.rs

Smiljanićeva 24/I, 11111 Belgrade

Serbian Chamber of Commerce (PKS):

National business association with sectoral and regional coverage.

Main website: https://www.pks.rs

Regional office listing and company directory:

https://cordmagazine.com/directory/chambers-of-commerce/serbian-chamber-commerce-industry/

Address: Resavska 13–15, Belgrade

Tel: +381 11 3300 900

Serbian Business Registers Agency (APR):

Registry of accounting, legal, and consulting service providers, searchable by sector.

Accounting registry: https://www.apr.gov.rs/registers/accounting-services-providers-.4447.html

Principal Business Associations

• AmCham Serbia is the American Chamber of Commerce and serves as the principal network for U.S., international, and Serbian firms. As a non-profit and independent association, AmCham accepts U.S. company members and works as a bridge between the private sector and government institutions. Its core role is to advocate for improved regulations, promote business-friendly reforms, and facilitate networking among members and policymakers. AmCham regularly participates in government working groups, provides policy recommendations, and is regarded as a key stakeholder in shaping the economic climate. The government frequently consults AmCham for input on legislation and reform, and the chamber’s expert proposals are often integrated into national policy initiatives. Throughout 2024/2025, AmCham continued to enhance the dialogue on taxation, digital economy, labor, and anti-grey market measures, significantly contributing to Serbia’s economic modernization.

• The Serbian Chamber of Commerce (PKS) is Serbia’s official business representative body. PKS membership is mandatory for all registered companies, including subsidiaries of U.S. firms operating locally. Its primary role is to represent the interests of all Serbian businesses and serve as an intermediary between companies and government ministries. PKS facilitates export growth, organizes training, and provides assistance in regulatory compliance and economic digitization. The Chamber plays a privileged advisory role in drafting new laws and regulations. It acts as the conduit through which business concerns and recommendations are relayed to the government, making it central to the economic regulatory process.

• The Foreign Investors Council (FIC) is open to membership from foreign-contracted companies, including U.S. corporations and multinationals. FIC’s main purpose is to improve the investment climate and lobby for EU-aligned, transparent regulatory frameworks. It organizes working groups by sector and regularly meets with government officials and legislators to advance reforms. FIC is recognized as one of the most influential advocates shaping public policy, investment incentives, and tax strategy for foreign businesses. Its leadership maintains a direct relationship with the prime minister’s office and key ministries, ensuring its proposals are considered in national strategy and reform processes.

• The Serbian Association of Managers (SAM) unites managers from local and foreign companies, including U.S. business leaders. SAM focuses on professional development, the advancement of management best practices, CSR improvement, and stimulating public discourse on business ethics. It is frequently involved in public-private projects in partnership with organizations like USAID and CIPE. Through its advocacy and educational activities, SAM shapes employment, leadership, and economic policies at both national and municipal levels, giving its members a voice in business climate development.

Each of these associations plays a critical role in representing business interests and influencing Serbian government actions. AmCham and FIC provide direct platforms for U.S. company voices in regulatory and economic discussions, while PKS and SAM function as broad-based forums for policy engagement, networking, and advocacy within Serbia’s dynamic business landscape.

Limitations on Selling U.S. Products and Services

Serbia has significantly liberalized its regulations for foreign ownership and participation in most sectors, offering national treatment and equal legal standing for international companies, including those from the United States. Foreign investors may generally invest freely, establish wholly owned businesses, and transfer profits abroad; this open approach applies to most manufacturing and service industries.

However, a few restrictions remain for reasons of national interest and security. Specifically, the defense sector and activities in designated strategic zones are subject to limitations. Foreign individuals and entities may not establish enterprises that manufacture weapons, ammunition, or military equipment, nor may they own or control businesses in restricted geographic zones, such as border areas and certain protected regions. In these cases, only Serbian citizens or entities with Ministry of Defense approval may acquire majority rights or take control; minority holdings may be reviewed and authorized on a case-by-case basis. Ownership and operating rights in such sensitive industries are reserved for Serbian citizens or require specific government or ministry approval.

In the communications, energy, and banking sectors, foreign participation is permitted, but certain licenses, permits, or additional regulatory scrutiny may be necessary to safeguard critical infrastructure or ensure compliance with national security policy. These procedures do not impose blanket bans; they establish a review and approval process.

Other mainstream manufacturing, retail, technology, and most professional services are open to foreign ownership with no citizenship or residency requirements for majority ownership. The legal and regulatory environment is EU-oriented, and, apart from strategic sectors above, foreign nationals may incorporate, own, and operate businesses freely across Serbia’s economy

Serbia maintains a “zero-tolerance” ban on products containing GMOs, though trace elements below the threshold do not require labeling. The law is likely to change as part of WTO accession, but public sentiment is anti-GMO, delaying reform. U.S. testing methods for pork are not accepted—contact the Foreign Agricultural Service for details.