Ecommerce in Croatia

Ecommerce in CroatiaCroatia is a country in Southeastern Europe between Bosnia and Herzegovina and Slovenia. Around 4 million people live here and tourism is an important source of income, as it comprises over 19 percent of the country’s GDP. Croatia joined the European Union (EU) in 2013. By 2024, the country will adopt the Euro.

Population 4.04 million people
Internet users (% of population) 78%
Online sales €820 million (2021)
Online stores worth mentioning: eKupi,, Konzum


Ecommerce events in Croatia

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

Since Croatia joined the EU ecommerce is growing

Ecommerce customers in Croatia

78 percent of Croatians use the internet, according to the World Bank. Since Croatia joined the European Union in 2013, ecommerce has been growing. A study by eCommerce Croatia in 2020 shows that 61 percent of internet users shopped online at least once. At the same time, 36 percent made online purchases on a monthly basis.

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Devices and payment methods in Croatia

According to the International Trade Administration from the United States, 98 percent of young Croatians access the internet through smartphones. Therefore, mobile phones are expected to be the main device for online purchases.

21% of Croatians pay online by credit card.

When it’s time to pay for online orders, 21 percent use their credit card. 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.

Top product categories in Croatia

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 are clothing, shoes, fashion accessories, and food.

Fashion is the largest segment by revenue share.

Although based on ecommerce revenue, fashion is the largest segment accounting for 39 percent, EcommerceDB reports. Fashion is followed by electronics & media (26 percent), food & personal care (14 percent), toys, hobby & DIY (12 percent), and furniture & appliances (9 percent).

Top product categories in Croatia by revenue share (2021):

  1. Fashion (39%)
  2. Electronics and media (26%)
  3. Toys, hobby and DIY (14%)
  4. Furniture and appliances (12%)
  5. Food and Personal Care (9%)

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The ecommerce market in Croatia

According to data conducted by Statista, the Croatian ecommerce industry is forecasted to reach 1.5 billion euros in 2023. In 2020, the country’s online retail sales were predicted to be worth 603 million euros. Ecommerce in Croatia is expected to show an annual growth rate of 7.42 percent until 2025. 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 by revenue 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. Supermarket chain Konzum is also a big player in the online space.

Supermarket Konzum is a leading online store in Croatia

Read all our articles about ecommerce in Croatia.

Last update: May 2023