Interview with Darko Dujić, CEO of Eponuda & Shoptok

A Marketplace Visionary Transforming Online Shopping in the Adriatic Region

Eponuda stands as Serbia’s premier smart shopping platform: over 2.5 million monthly visitors, a catalogue of more than 1.6 million products, and ranked 39th globally among comparison shopping sites since November 2023. With a network of 300+ retail partners, Eponuda delivers trust, transparency, and efficiency to consumers—and Shoptok extends that reach into Croatia and Slovenia

How did the idea for Eponuda come about?

We recognized a growing need for transparency in online shopping. This led to creating a vertical search engine—a B2B2C marketplace uniting shoppers and retailers on a single platform. Founded in 2007, Eponuda took off after 2020, fueled by digital adoption, reduced online purchase fears, and better payment and delivery services. Today, Eponuda (in Serbia and Bosnia) and Shoptok (in Croatia and Slovenia) make up the region’s largest price-comparison network, powered by a tight-knit team of 30 experts across development, data, UX, marketing, and sales 

What are the conditions for shops to join the platform?

Registration is free—open to any e-commerce retailer meeting criteria like accurate pricing and product data. Trust is key: only vetted shops with up-to-date information are listed. Through Eponuda, retailers gain visibility, targeted traffic, and marketing tools to enhance their competitive edge 

How do you build and maintain customer trust?

Trust starts with accurate, updated information sourced directly from retailers. Our team continually audits listings to ensure reliability and promptly addresses user feedback. We maintain neutrality: disputes between shoppers and merchants are forwarded to the seller, and any misuse results in immediate suspension. This commitment to transparency keeps users returning year after year.

Was convincing businesses to join challenging?

Definitely. Launching a digital platform means demonstrating value to both users and retailers. The initial hurdle required heavy investment in brand-building and trust. Many merchants fear transparency—but once they see measurable traffic, sales uplift, and rapid results, they stay and grow with us. The trust we build through proof of performance turns partners into long-term collaborators.

How does your B2B2C business model compare globally?

Our model mirrors giants like Google, Amazon, Booking.com, and Airbnb. Globally, price-comparison platforms run similarly—retailers pay for customer acquisition, while users benefit from free, transparent access. In fact, Eponuda ranks #33 worldwide within this global group.

What advice do you have for aspiring ecommerce entrepreneurs?

Believe in your vision. Building an online business demands dedication, adaptability, speed, and data-driven thinking. My “4T” model guides us: Transparency, Technology, Traffic, Trust. Focus on customer value—accurate pricing, excellent experience, trustworthiness, problem-solving, quick delivery. Always listen to feedback, embrace innovation, and be ready for change. Success depends on resilience and continuous learning .

Final Thoughts

Under Darko’s leadership, Eponuda and Shoptok have set a new standard for smart shopping in the region. Their clear 4T strategy highlights how trust and transparency—backed by technology and traffic—can transform ecommerce. For anyone launching a digital venture, this interview is a compelling guide to building sustainable success.