Xhaka struck the Swiss equalizer in the 52nd minute before Shaqiri scored a late victor when he broke free from the half-way line to slot past Serbian goalkeeper Vladimir Stojkovic. Shaqiri was born in Kosovo to Kosovar Albanian parents.
Here's how to watch Serbia vs. Switzerland online. His family, like Shaqiri's, hail from Kosovo, whose independence is not recognised by Serbia for historic reasons.
"In football you have always emotions and you can see what I did and it's just emotion", he said in reference to his controversial celebration. Xhaka and Shaqiri both have Albanian-Kosovan roots and there are bitter feelings that remain in the region between Serbs and Kosovans following the bloody Kosovo war that ended in 1999. You can see what I did, I have emotions.
Switzerland captain Stephan Lichtsteiner came to the defense of Shaqiri and team-mate Granit Xhaka, but head coach Vladimir Petkovic declined the opportunity to discuss political matters surrounding the fixture.
"I think we should not talk that much but show our mettle on the pitch".
Switzerland, who came to Russian Federation ranked ahead of the likes of France and Spain, felt their way into the game as the first-half progressed.
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Xhaka, whose 52rd-minute piledriver set up the Swiss comeback, also made the "double eagle" gesture after his goal. It's a wonderful atmosphere and positive emotions and that's what football should be about.
And Serbia head coach Mladen Krstajic is braced for a hard encounter, telling Swiss newspaper Blick: "They are very strong!"
Serbia had a glorious chance to regain the lead 20 minutes from time when Aleksandar Kolarov delivered a sensational low cross into the Switzerland box, but Mitrovic just could not make contact at the far post.
In a frenetic first half, Switzerland had more of the ball but were sloppy with it, giving away possession in advanced positions and sending Serbia on the break.
Xhaka and Shaqiri's goals against Serbia, along with their manner of celebrating them, obviously resonated with people in Kosovo.
The result left Brazil, 2-0 winners over Costa Rica, top with four points, ahead of Switzerland on goal difference with Serbia on three.
Next up for Serbia is Brazil, and while Tite's men have looked vulnerable in their opening group matches, they boast an embarrassment of attacking riches, who can turn over anyone on their day.