Military Shop, through lean operations and unwavering professionalism, has expanded across the Balkans—and now it’s setting its sights on the vast US e‑commerce market
Despite an already impressive career, the public knows him as the owner of Military Shop, an educator, a speaker, the author of a book on motivation… He’s Nemanja Antić. We spoke about shifting from managing logistics to crafting mindset, about business, influence, and the real mechanics behind online sales.
Your story is one of success, building a sound business model, keeping a long‑term vision… right?
— The next phase for me isn’t about bigger profits—it’s about greater impact. Yes, people know me in many roles, but at my core, I’m a builder. Whether I’m launching a company, writing a book, or speaking on stage, my goal is always the same: to do things well, with meaning and longevity.
Success isn’t speed—it’s stability. That’s why Military Shop, nurtured over 10+ years, is what it is today. I don’t see business as a sprint, but as a structure where each part must support the next. My model has been simple: operational excellence, rapid inventory sourcing, even quicker sales, a clear brand, customer trust, and honest communication.
Over time, Military Shop outgrew itself and became a platform. And I transitioned from someone who manages logistics to someone who’s shaping mindset. That shift—from selling products to imparting knowledge and values—happened naturally.
Whether I’m launching a company, writing a book or delivering a speech, the focus is always the same: doing it well, meaningfully and for the long haul
In the end, everything I do leads to one destination: ensuring my work leaves a mark, not just a result. That’s my vision— not to be famous, but to be useful. And Military Shop is my partner in that.
You’re focused on enhancing your e‑commerce platform, scaling in the region, and potentially in the US. Do you enjoy challenging boundaries?
— I see boundaries not as barriers but as temporary lines to be pushed. E‑commerce has always been more than just sales for me—it’s a proving ground for efficiency, human insight, and attention management. I’m currently upgrading our digital infrastructure because scaling without a solid system is impossible. The Balkan market is complex and fragmented; Military Shop has already maximized its potential here. But within that complexity lies opportunity for growth—for those who see it. And that kind of challenge energizes me—it’s not a burden.
The US market is the next level—not a whim, but a deliberate strategic curiosity. With strong investments and partners in our corner, everything’s possible. I’m not going there to prove anything—I’m going to learn new frameworks and test our capacity in one of the most competitive environments out there.
I don’t believe in the “impossible.” I believe in stages, in planning, and doing your best at every stage. Boundaries don’t shift through force—they shift through clarity. Significant funding from investment funds gives us momentum, energy, and confidence.
People admire that you avoid mystifying business—explaining its workings plainly. Is that intentional?
— People today crave meaning, not just success. They’re tired of coded messages, fuzzy jargon, and ‘motivational wizards.’ In a world of increasing complexity, simplicity is the most precious commodity. I don’t mystify business—because there’s no mystique in it. There are products, people, emotions, costs, and markets. I think I’ve been accepted because I speak a language that both CEOs and newcomers understand. And because I don’t pretend perfection—I talk about mistakes, lessons, the mechanics of success—not secret tricks. That’s what Military Shop has taught me over time.