Game changer
Shoppster
Milena Mirić
From TV Shopping
to a Regional
E-Commerce
Powerhouse
Even if you’re not the most avid online shopper, chances are you’ve come across one of Shoppster’s tempting offers in the past year or two. More precisely – a product from one of over 7,000 brands that Shoppster, one of the fastest-growing online retailers in the region, promotes in their campaigns. And there are plenty. As Milena Mirić, Shoppster’s Marketing Director, explains, the company typically runs over 40 active marketing campaigns at any given time across Serbia and Slovenia.
We were curious: how do you effectively manage such a complex marketing machine? How different are the mature Slovenian and fast-growing Serbian markets? How do you build a platform that customers actually trust – and in an environment crowded with global and local competitors, how do you create a personalized, relevant customer experience?
We were curious: how do you effectively manage such a complex marketing machine? How different are the mature Slovenian and fast-growing Serbian markets? How do you build a platform that customers actually trust – and in an environment crowded with global and local competitors, how do you create a personalized, relevant customer experience?
TABLE OF CONTENTS
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Shoppster celebrates its 5th anniversary this year. How would you describe your current position compared to other e-commerce players in the region? What are your biggest challenges?
It’s true – we entered this space right at the end of the COVID period, which turned out to be an ideal moment for e-commerce growth, especially in Serbia, where the market was still underdeveloped at the time. That’s when we began combining TV shopping – a more traditional channel in Serbia – with an online platform that represents both the present and the future of retail. Over the years, we’ve constantly adapted to market dynamics, customer expectations, and communication channels. Today, our regular research consistently places us among the most recognized e-commerce brands in the region. The Slovenian market posed more challenges. There were already established, powerful players, and as part of the EU, Slovenia is also open to numerous European and global competitors. Serbia, on the other hand, required a completely different approach – the market, suppliers, and customers all had to be educated about online shopping. The two markets evolved in parallel, but the level of e-commerce maturity was the key difference – and the biggest challenge.
You mentioned the post-COVID period. How has online shopping behavior in the region changed since then?
The markets have stabilized – after that initial boom, things returned to normal, and traditional sales channels have regained importance. But one thing changed permanently: the customer became more mature and more discerning. Today’s buyer is far more digital, values their personal data more, and needs a higher level of trust in the store they buy from.
"When you’re managing that many campaigns, optimization is everything. Every euro you spend needs to have measurable impact.
They research more, compare offers more carefully, and know exactly what they want. They can easily tell whether communication is genuinely tailored to them – or whether it’s just artificial and intrusive. With so many options available, customers are extremely selective about who deserves their attention and trust. And it’s up to us to earn that attention every day.
Communication is key. You’re running around 40 active campaigns at any moment across multiple channels. How do you create a meaningful omnichannel experience at that scale, and how did FrodX help you along the way?
When you’re running that many campaigns, optimization becomes crucial. Every euro you spend has to be measurable. From day one, our focus has been on the user – and our database of registered users is one of our biggest assets. We carefully balance between acquiring new customers and retaining existing ones. The goal isn’t just to get users – it’s to offer them a product, incentive, or mechanism that truly matters to them. That’s what brings them back. And that’s hard to achieve.
We started with SAP Marketing Cloud, but in 2023, we switched to Emarsys, which is much more user-friendly and flexible. It allows us to integrate email, Viber, SMS, Meta, and Google channels, all connected to our website – where we also use pop-ups, product recommendations, and widgets to communicate with users. FrodX played a key role here – especially in developing advanced segmentation models like lifestyle-based segmentation, which helps us better personalize communication.
Which approaches and trigger-based tactics deliver the best results for you? Are there differences between the Slovenian and
We started with SAP Marketing Cloud, but in 2023, we switched to Emarsys, which is much more user-friendly and flexible. It allows us to integrate email, Viber, SMS, Meta, and Google channels, all connected to our website – where we also use pop-ups, product recommendations, and widgets to communicate with users. FrodX played a key role here – especially in developing advanced segmentation models like lifestyle-based segmentation, which helps us better personalize communication.
Which approaches and trigger-based tactics deliver the best results for you? Are there differences between the Slovenian and
Serbian markets?
The most effective tactics are those that target “hot” leads – users who are about to make a purchase. These are mostly cart abandonment campaigns, regardless of the channel we use. In addition, I’d highlight browse abandonment campaigns – messages triggered when users leave the site after viewing certain categories, like furniture or fashion. This is where market differences become clear. In Serbia, customers tend to research more, compare more, and revisit the same product multiple times before buying.
"The Slovenian shopper is straight to the point: ‘I came, I’ll buy this, I won’t spend more than I need.’ The Serbian shopper likes to look around a bit more.
They’re also more open to gamified experiences. The Slovenian shopper, on the other hand, is straightforward – they know exactly what they want, buy it, and move on. They’re less influenced by external factors. The Serbian customer might spend less per item, but they often buy more products at once.
How do these differences reflect in the popularity of product categories? What’s trending in Slovenia versus Serbia?
In both markets, consumer electronics, home appliances, and IT gear are very strong – partly because of our partnerships with telecom operators. However, in Serbia, our private label for sports and fitness has exploded. Treadmills, exercise bikes, running gear – all of that sells extremely well. That’s a trend that already peaked in Slovenia a few years ago but is now really taking off in Serbia. Beyond products, we’re focusing more on services, which customers increasingly value – things like fast delivery, parcel locker pickup, installment payments, and device insurance.
AI, machine learning, predictive algorithms... what do you think will be the biggest game changer in the next five years?
Given the scale of communication and the expectations of younger, more demanding audiences – from native advertising to video-first content – I believe we’ll be riding the AI wave for quite some time. But I also think maintaining the human touch will be essential. After all, all these technologies are managed by people – and empathy, interpretation, and data responsibility are still very much human qualities.
Finally, on a personal note. E-commerce never stops. How do you switch off, and what keeps you motivated?
Honestly, I don’t think I ever truly switch off. Because when your online store runs 24/7, in a way, you do too – but not out of obligation. That’s just how it is. E-commerce is full of opportunities for learning, creativity, and connection. I’m proud to lead a team that brings together brand, performance, and CRM experts with no rigid boundaries between them – that’s quite rare. Especially in Serbia, the work is full of challenges – not just business ones, but social and political as well. But when you know you’re doing something meaningful – saving customers their most precious resource, time, while giving them an experience worthy of their attention and money – you can sleep soundly.
Številka 4 | DECEMBER 2025
GAME CHANGER
INSPIRING BUSINESS STORIES OF REMARKABLE PEOPLE
