Shopping in Serbia is set to change from September 1, when large retailers will be required to make their prices available through digital price lists. The new system is designed to give consumers easier access to information and allow them to compare prices before deciding where to shop. The requirement comes from Serbia’s updated Consumer Protection Law, which entered full application on August 2 and introduces new rules for certain large retailers. Initially, the measure will apply to companies that generated more than 3 billion dinars in revenue during the previous business year, meaning the country’s biggest retail chains will be affected rather than every small neighborhood store.
The digital price lists will include food products, baby food and related products, as well as animal food. Retailers will also be required to keep the information updated in real time, meaning consumers should be able to see prices that correspond to those currently applicable in stores. The system is also expected to provide information about previous prices, which could help shoppers determine whether advertised discounts represent genuine reductions. This could become particularly useful when supermarkets promote products as being on sale, giving consumers more information before making a purchase.
For shoppers, one of the biggest advantages will be the ability to compare prices before leaving home. Instead of visiting several supermarkets to find the best price, consumers will be able to check available information online and plan their purchases accordingly. This could be especially useful for larger grocery trips, where even relatively small differences in the prices of individual products can add up. Easier price comparisons could also increase competition between major retailers, as stores may face greater pressure to offer attractive prices when consumers can quickly compare their offers with those of competitors.
The introduction of digital price lists is not expected to immediately make groceries cheaper, but it could significantly improve price transparency and give consumers more control over their spending. For retailers, the new rules will also make accurate and regularly updated pricing information increasingly important, particularly if online prices differ from those charged in stores. From September 1, shoppers in Serbia will therefore have a new tool for planning their grocery purchases and comparing offers. The change may not reduce prices by itself, but it could make it much easier for consumers to see where their money will go further.
