Payment methods for a webshop in Bosnia, Croatia and Serbia

Cash on delivery (paying the courier on receipt): although it feels "old-fashioned", it is still extremely popular on this market and builds trust with customers ordering for the first time from an unknown online shop — they pay only when they physically see the product.

Online card payment: speed and convenience, and a mandatory option for serious revenue growth, especially for customers used to online shopping who don't want to wait for a courier with cash ready.

Bank transfer / payment slip: a common choice for B2B customers and larger amounts, where companies prefer paying from their business account rather than by card.

Digital wallets and modern payment options are gradually growing in popularity, especially with the younger generation of shoppers, but are still not as dominant on the regional market as in the west.

Offering only online card payment on a market where cash on delivery is still popular means consciously turning away a significant share of potential customers who simply don't want to, or don't trust, paying online by card to an unknown shop.

On the other hand, offering only cash on delivery limits growth because it increases costs (the courier must come twice if the customer isn't home, a higher percentage of returned goods because the customer "just tries" without real purchase intent) and prevents impulsive, quick online purchases.

Offer at least two options — most often a combination of cash on delivery and card payment — to cover both types of customer: those who want the speed and convenience of online payment, and those who need extra trust before giving their card number to an unknown site.

As the shop grows and trust builds with regular customers, the percentage choosing online payment naturally rises, but in the initial phase a wide choice of payment options directly means more completed orders.