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Ecommerce in Croatia

Ecommerce in CroatiaCroatia is a country in Southeastern Europe, between Bosnia and Herzegovina and Slovenia. About 4.2 million people live here and tourism is an important source of income, as it comprises 19.6 percent of the country’s GDP. In 2013, Croatia joined the EU. It has also developed a plan for Eurozone accession, and the government projects Croatia will adopt the Euro by 2024. Here’s what you need to know about ecommerce in Croatia:

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Population 4.2 million people
– % internet users 73%
Online sales €464 million (2020)
Online stores worth mentioning: eKupi


Ecommerce events in Croatia

Every year there are several ecommerce events being organized in Croatia. We have a handy ecommerce events calendar, where you can find all the major online retail events in Europe.

Ecommerce customers in Croatia

PAYMENT METHODS – A study by eCommerce Croatia in 2020 showed that 61 percent of internet users shopped online at least once. At the same time, 36 percent made online purchases on a monthly basis. When it’s time to pay for their online orders, 21 percent use their credit card, while a slightly smaller percentage (20 percent) uses PayPal and similar services. WSpay (38 percent), T-Com (32 percent) and CorVus (22 percent) are the country’s most popular payment gateways.

PRODUCT CATEGORIES – Media and consumer electronics are the most popular product categories in Croatia, with a market value of about 173 million euros in 2020. Other popular product categories in Croatia are clothing, shoes, fashion accessories, and food. But according to a different source, EcommerceDB,  fashion is the largest segment, as it accounts for 42 percent of the country’s ecommerce revenue. It’s followed by electronics & media (24 percent), food & personal care (13 percent), toys, hobby & DIY (12 percent), and furniture & appliances (9 percent).

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The ecommerce market in Croatia

According to data conducted by Statista, the Croatian ecommerce industry is forecasted to reach 709 million euros in 2021. One year before, the country’s online retail sales was predicted to be worth 603 million euros. The same source predicts that ecommerce in this country will show an annual growth rate of 7.42 percent until 2025. But according to the graph below, from Association of eCommerce Croatia, online retail in Croatia was worth 464 million euros in 2020.

The development of ecommerce in Croatia (2013-2020)
The development of ecommerce in Croatia (2013-2020). Source:

Big online stores in Croatia

According to EcommerceDB, the biggest ecommerce player in Croatia is eKupi. This online department store sells all kinds of products, from supermarket items and consumer electronics, to car equipment, toys, and perfumes. Another popular local online store is, which sells consumer electronics and media.

Latest news about Croatia

H&M expands brands to 9 new markets in Europe

H&M Group has announced the online expansion of five of its brands. This month, COS, Weekday, Monki, & Other Stories and Arket will have their collections available online in nine new markets across Europe.

Croatian Post successfully tests drone delivery

Croatian Post has successfully completed its very first drone delivery. In about twelve minutes, the autonomous device flew from the Port of Gaženica to Preko at a speed of 35 kilometers per hour. The flight was part of a pilot project.

Ireland and Romania join DHL’s European network

DHL has further expanded its European parcel network. The postal company is now able to offer its cross-border services for online customers in Ireland and Romania, while Croatia and Bulgaria will join the network in November.

Ecommerce in Slovenia and Croatia compared

In both Slovenia and Croatia, there’s been a highly increased frequency of online shopping. Currently, 9 out of 10 internet users in these countries have experience with online shopping. Of course, there are also many differences between Slovenia and Croatia, for example in terms of trust in foreign ecommerce platforms.

Croatian ecommerce association eCommerce Hrvatska joins EMOTA

The European Ecommerce and Omni-Channel Trade Association, better kwown as EMOTA, has welcomed a new member. The Croatoin ecommerce association eCommerce Hrvatska is the latest trade organization that has joined EMOTA.

Read all our articles about ecommerce in Croatia.

Last update: March 2021