ABSTRACT. – Cross‐border Shopping at the Romanian‐Serbian Border. The Impact of Serbian Shoppers in Timişoara. The purpose of this paper is to debate the phenomena of shopping tourism at the Romanian‐Serbian border, through both a theoretical and an empirical approach. The theoretical approach highlights the historical aspect of shopping across the border, emphasizing the embargo and post‐embargo periods, as well as the visas and free visa regulations. The empirical approach discusses the results of a research conducted by the author in the summer of 2012 in Timişoara, having as focal point the Serbian cross‐border shoppers, seen through the perspective of local retailers.The findings reveal major changes in the approach of Serbians towards cross‐ border shopping, as a result of normalization of internal political situation and facilitation of border crossing. The paper also reveals the attitude of local retails towards the Serbian cross‐border shoppers, their expectations and view of the cross‐border shopping phenomena.