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Abstract
The authors of this paper constructed and published multidimensional model for the evaluation of e-commerce diffusion in any country. According to this model qualitative research of conditions for e-commerce penetration in Serbia was conducted. Serbia is located on an important geographical location in Southeast Europe. After Yugoslavia’s falling apart and a decade of stagnation, Serbia came to a road of economic changes and it became an economy in transition – it was pronounced the leading reformer in 2005 by The World Bank. Our main finding is that the process of diffusing e-commerce in Serbia is still on the waiting list, but different states are found for different layers of this multidimensional model. Some good experiences found in Serbia’s e-commerce practice are mainly from the B2C e-commerce, while a strategy of B2B e-commerce could be a catalyst for pulling together the facilitating conditions and engaging Serbia in global electronic economy.