Serbia-based e-commerce platform Ananas plans to enter Bosnia & Herzegovina and Montenegro in 2024, the company’s owner, Serbian Delta Holding, said on February 1.

Ananas was launched with the aim of creating a regional platform with a presence across the Western Balkans — one executive told bne IntelliNews of its ambitions to create the ‘Amazon of the Balkans’. The region as a whole lags behind Western and Central Europe in online retail but the sector is growing. 

Marija Cvetkovic, senior vice president for strategy and development at Delta Holding, said on February 1 that the company sees significant potential in both Bosnia and Montenegro, following its previous investment into North Macedonia. 

“Ananas e-commerce is still in development, but recorded fantastic results in the second year of operation," said Cvetkovic, as quoted in the company’s press release. 

"For many retailers, Ananas has become the number one sales channel. In 2024, the key word for Ananas is expansion — after North Macedonia, we are opening the markets of Montenegro and Bosnia & Herzegovina."

Ananas intends to expand to Montenegro in the first half of the year and to enter Bosnia at the beginning of the second half of 2024.

Cvetkovic also said in the future Ananas plans to expand to Albania and Kosovo.

In October 2022, Ananas officially became the owner of the Macedonian online shopping brands Grouper.mk and Paopao.mk, after it acquired 100% of Vebspot company from Payten. 

Ananas CEO Marko Carevic said at the time that the company’s plan is to offer the largest marketplace in North Macedonia with a wide range of products, as well as safe and fast delivery.

Grouper (grouper.mk) was set up as a startup by former ex-finance minister of North Macedonia Nina Angelovska in 2011, and sells vouchers for services. Angelovska has joined Ananas to head up its international business development. Paopao.mk is an online marketplace.