In this age dominated by digitalization, internet has become a central hub for both shopping and advertising. Within the Republic of Serbia, E-commerce platforms are progressively gaining significance in the online commerce landscape. Serving as intermediaries between sellers and buyers, these digital merchants play a pivotal role in simplifying product discovery, facilitating sales, and enabling purchases.
E-commerce Platform as an Intermediary in Sales
The legal framework recognizes e-commerce platforms as a form of electronic commerce outlined by the Law on Trade. This legislation defines electronic commerce as remote trade carried out over the internet. Electronic commerce, a form of remote trade in which offers are highlighted and contracts for sale of goods and/or services are concluded using means of distance communication, is conducted in accordance with the law through:
- Online stores (the basic form of electronic commerce).
- Sale of goods/services through an electronic platform that connects merchants and consumers (sale via e-commerce platforms).
- Online stores or through an electronic platform, where the goods are directly delivered to the consumer from the manufacturer/wholesaler, known as “drop-shipping”.
Online store is defined solely as a store on the internet through which a merchant offers their goods or services.
Drop-shipping, as a form of electronic commerce, involves selling goods through an online store or an electronic platform, with the goods being directly delivered to the consumer from the manufacturer/wholesaler.
Nevertheless, e-commerce platforms act as intermediaries ž, ensuring secure and reliable transactions. They provide a range of services, including customer support and adherence to the Consumer Protection Law.
Shopping through E-commerce Platforms
Shopping through e-commerce platforms involves a comprehensive online process, from product selection to final purchase. Consumers benefit from the ability to browse a diverse array of products, compare prices and make informed decisions based on available information.
E-commerce Platform: More Than Just Intermediation
E-commerce platforms often play broader roles in B2C internet sales. Beyond intermediation, they engage in post-sale activities, including resolving complaints and handling product returns in accordance with the law. They often provide customer support through call centers or online communication via email and chat, where consumers can ask questions, lodge complaints, or request refunds. E-commerce platforms are responsible for providing quick and accurate responses to consumer demands, ensuring the respect of consumer rights. These platforms also facilitate fast and easy refunds to consumers, further strengthening trust in online shopping.
Transparent Communication and the Role of E-commerce Platforms
Transparent communication is crucial. Consumers must be clearly and unambiguously informed that the e-commerce platform is not the seller of goods, unless the platform sells its own products on its platform. This is essential to avoid consumer misconceptions and comply with consumer protection regulations.
E-commerce Platforms and Merchants
Collaborating with merchants, e-commerce platforms extend services beyond mere sales intermediation, including advertising, storage, and product handling. Merchants utilize platforms as additional sales channel, expanding their presence and product availability, while consumers benefit from a convenient way to purchase a variety of products from different merchants, all from the comfort of their homes.
Legal Aspects of Payment Methods
The Consumer Protection Law mandates e-retailers to inform consumers about payment methods before concluding a distance sales contract. Through General Terms of Purchase and Pre-contractual information for consumers, which are available on the e-commerce platforms, e-retailers inform consumers about the available payment methods. The most common payment methods include:
- Cash on delivery: This means payment is made in cash when the product is delivered by the courier. The courier collects cash from the consumer upon delivery and is responsible for transferring it to the merchant’s account.
- Credit card payment on the website: Consumers can use their credit cards on the merchant’s website by entering their card number, name, expiration date, and CVV/CVC code.
- Cashless payment: This option involves transferring funds to the merchant’s bank account through online banking or using a payment slip at a bank/post office.
- Credit card payment upon delivery (cashless cash on delivery): This innovation allows consumers to pay with a credit card to the courier upon receiving the shipment.
Although online credit card payments offer convenience, many consumers still prefer cash-on-delivery payments upon receiving the product.
Payment Methods on Fiscal Receipts
The Fiscalization Law mandates the indication of payment methods on fiscal receipts. Various payment methods, including “instant payment”, “check”, and “bank transfer” may be listed alongside traditional methods like “cash” and “credit card”.
Refund to the Consumer
Consumers in Serbia have the legal right to cancel a purchase within 14 days of receiving the product. E-retailers are obligated to refund the consumer in such cases, using the same payment method the consumer used for the purchase, unless agreed otherwise.
E-commerce Platforms as Key Intermediaries
As previously mentioned, transparent communication between e-commerce platforms and consumers is crucial. Platforms’ roles extend beyond intermediation, offering services, such as advertising, storage, and product handling, that streamline sales processes for merchants and foster the growth of e-commerce in Serbia.
The evolution of e-commerce in Serbia relies on a clear regulatory framework and the establishment of new institutions, ensuring alignment with innovative business models and safeguarding consumer rights.