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The main purpose of this paper is to emphasize the problem of the lack of consumer trust in the system of electronic commerce, in the Republic of Serbia. Despite the popularity of „online“ shopping in developed countries and its efficient ways of completing transactions between sellers and buyers, through Internet, the situation in the Republic of Serbia is much different. The results of a research study conducted in the year of 2015 show that only 35% of citizens in the Republic of Serbia use the e-commerce system. One of the ways in which the problem of buyers’ restraint towards e-commerce can be overcome is an „E-trustmark” sign, implemented by the project called Development of electronic business, which guarantees end buyers that their trade will be safe. In this paper, we will focus on this new concept of consumer trust, which will be used as a safety and quality measurement in the B2C business model. The conclusion of the research points to potential elimination of obstacles regarding the consumer trust and ways to overcome barriers between a seller and a buyer in an e-commerce system, with the help of „E-trustmark” sign.

Poverenje potrošača u elektronskoj trgovini: Oznaka poverenja (E-trustmark) u Republici Srbiji