The Fastest-growing E-commerce Platform in the Balkans: Ananas.rs

The fastest-growing e-commerce platform in the Balkans: Ananas.rs

Continuing its rapid growth in the Balkans, the Serbia-based online marketplace Ananas.rs offers hundreds of thousands of products to online consumers in Serbia, North Macedonia, Montenegro, and Bosnia and Herzegovina. The marketplace also aims to expand to other European countries. By setting its regional strategies on technological infrastructure, logistics, partner integration, and artificial intelligence, Ananas.rs positions itself as “the first true regional e-commerce ecosystem in the Western Balkans.”

We spoke with Sandra Dordevic, Head of Cross-Border E-Commerce at Ananas.rs, about the story of Ananas.rs. Dordevic stated

that they continue to expand with the goal of “positioning Ananas as a regional champion and preparing for entry into EU markets.” She also made essential remarks on a range of topics, from the development of e-commerce in the Balkans to the challenges of logistics.

Ananas.rs lists more than 1,000,000 products in four markets

Positioned as “the fastest-growing e-commerce platform in the Balkans,” Ananas.rs was founded in Serbia in 2021 as part of Delta Holding, the largest holding company in the Adriatic region. As part of the digital transformation strategy, Ananas was launched as a major project aimed at redefining online shopping. The platform itself was developed in record time, in just nine months, and officially launched in February 2022.

From the very beginning, Ananas.rs was recognized as “one of the most ambitious corporate start-up projects in Southeast Europe.” It brought together an international team of experts with experience from companies such as Amazon, Google, and Mercado Libre. In less than three years, Ananas succeeded in building a complete business ecosystem by combining its own retail operations, a state-of-the-art 10,000 m² e-fulfilment centre, AdTech and FinTech solutions, and a strong online marketplace.

Today, the platform operates in four markets, with more than 3,000 active sellers offering over 1,000,000 products to customers. This year, Ananas also launched the Ananas Seller Academy, the first online e-commerce educational center in the region. Achieving this level of scale in such a short time validates Ananas’s mission: to revolutionize online shopping in the Balkans by offering customers maximum choice and delivering the best possible user experience.

Targeting EU markets!

Sandra Dordevic, Head of Cross-Border E-Commerce at Ananas.rs, said that since 2022, Ananas has quickly established itself as the leading e-commerce platform in the Serbian market. Building on this success, in 2023, they expanded regionally by launching Ananas.mk and thereby entered the North Macedonian market. Dordevic stated that in 2024, they simultaneously expanded their operations to Montenegro and Bosnia and Herzegovina. She noted that during this six-month expansion project, they prepared infrastructure, logistics, and partner integration.

Sandra Dordevic continued: “As a result, both Ananas.me (Montenegro) and Ananas.ba (Bosnia and Herzegovina) were successfully launched within the same month. This marked an important milestone in our regional strategy. The simultaneous launch proved that our model is scalable and adaptable and reinforced our role as the first true regional e-commerce ecosystem in the Western Balkans. Looking ahead, our long-term strategy is clear: to position Ananas as a regional champion and to prepare for expansion into EU markets.”

“Strong local and regional champions are emerging in the Balkans”

Dordevic also evaluated the development of e-commerce in the Balkans: “E-commerce in the Balkans is growing rapidly, but it is still at an early stage compared to Western Europe and more mature markets. Instead of being dominated by global players, strong local and regional champions are emerging. As consumers gain trust in online payments, merchants are quickly digitalizing, and logistics is steadily improving. For Ananas, the Balkans represent a region full of potential. In just three years, we have proven that a regional platform can scale quickly, onboard thousands of sellers, and offer a million products. Innovations in logistics and technology – such as fulfillment centers and flexible delivery options – play a key role in enhancing the customer experience and building long-term trust.”

“Customers now expect fast delivery as the standard”

We also asked Dordevic, “How do you see the future of the logistics sector in e-commerce?” She replied: “Logistics is the backbone of e-commerce, and the future of this sector will be shaped by speed, flexibility, and technology-driven efficiency. Customers no longer see fast delivery as a premium service; they now expect it as the standard. Same-day and next-day deliveries are increasingly becoming the norm, driving continuous innovation in the sector. In addition, we see flexible delivery models as important for the future. Customers want full control; they want to choose when, where, and how they receive their packages. Solutions such as automated parcel lockers, flexible pick-up points, and real-time delivery rescheduling are becoming essential. For example, at Ananas, we have introduced Paket Zones and Lockers to provide greater convenience and more delivery options to our users. Another important trend is the integration of artificial intelligence and data analytics into logistics. In addition, warehouse automation – from smart systems and sorting to robotic processes – will significantly transform the order fulfillment process.”

“We are fully committed to applying the AI-first approach”

On Ananas’s artificial intelligence strategies and solutions, Dordevic said: “As an AI-first and data-driven company, we are fully committed to applying the AI-first approach across all areas of our business.” She continued: “For us, artificial intelligence is the key to understanding user behaviour, anticipating market needs, and making faster, more accurate decisions. Artificial intelligence allows us not only to solve current challenges but also to think long-term about building a platform that constantly evolves and delivers the best possible customer experience. One example is Dynamic Yield, a tool that uses artificial intelligence to create real-time personalized shopping experiences. In addition, predictive algorithms help us forecast demand more accurately, while optimization models ensure that inventory is in the right place at the right time.”

Highlighting that artificial intelligence helps merchants improve the content of their listings – from product descriptions to images – thereby making their offers more visible and attractive to customers, Sandra Dordevic said: “In addition, artificial intelligence contributes to greater trust and operational efficiency. It strengthens transaction security through advanced fraud detection and supports automation across warehouse routing systems and customer support chatbots. In short, artificial intelligence is not just a tool for Ananas; it is the foundation of a smart, scalable, and customer-centric ecosystem.”

Challenges of logistics in the Balkans 

Sandra Dordevic also addressed the challenges of logistics in the Balkans and the solutions to them. Pointing out that logistics in the Balkans carries unique challenges, Dordevic said: “Unlike in Western Europe, where infrastructure is well integrated, in this region we face fragmented markets, different regulations, and uneven infrastructure development between countries. In addition, last-mile delivery remains costly and complex due to geography, dispersed populations, and traffic congestion in cities.”

Dordevic stated that Ananas responded to these challenges with a combination of innovation and investment: “We built our own 10,000 m² e-fulfillment center to centralize and streamline operations, ensuring the smooth flow of goods from sellers to customers. We introduced Paket Zones and Lockers to provide customers with flexible and convenient pick-up options, thereby reducing inefficiencies in the last mile. Our proprietary Anapak software uses artificial intelligence to automatically allocate the most suitable courier in real time, optimizing cost and speed. At the regional level, we are developing cross-border logistics models that simplify customs procedures and accelerate flows between the Western Balkans and the rest of the world. This is a long journey, and we are only at the beginning, but we believe it is the key to unlocking the full potential of e-commerce in our region.”

“We see MENA as a natural direction for our long-term growth”

Finally, Sandra Dordevic, Head of Cross-Border E-Commerce at Ananas.rs, spoke about their goals regarding the MENA region. “Our goal is to build partnerships with regional players and explore opportunities for cross-border e-commerce flows. We also see MENA as a natural direction for our long-term growth,” Dordevic said, and concluded:

“The MENA region is highly attractive to us, both because of its rapidly growing e-commerce markets and its strategic trade connections with Europe, and we see it as a natural direction for our long-term growth. With our strong marketplace model, fulfillment infrastructure, advanced logistics solutions, and AI-powered merchant tools, we can create value for both customers and sellers in MENA markets. At the same time, many companies in the MENA region are looking for reliable entry points into Southeast Europe, and Ananas can serve as that bridge between the Balkans and MENA. This is a logical step in our vision to transform Ananas from a regional champion into a platform with international reach.”

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