Ecommerce in Croatia

While the online market in Croatia is still relatively small, compared to other European ecommerce markets, it is growing. Between 2024 and 2029, the market is expected to grow 9.01 percent. This would result in a market volume of 1.7 billion euros by 2029.

Content:

• Ecommerce customers in Croatia
• The ecommerce market in Croatia
• Big online stores in Croatia
• Ecommerce events in Croatia
• Latest ecommerce news from or about Croatia

Ecommerce customers in Croatia

According to Statista, over 70 percent of Croatia’s internet users bought products or services online in 2023. This is lower than the European average of 75 percent. There are differences in internet usage between several age groups. In 2022, older generations were less engaged with ecommerce, as only 10 percent of people between the ages of 51 and 61 were online shoppers.

PREFERRED PAYMENT METHODS – When looking at online payment methods used in Croatia, credit cards (Visa or Mastercard) are used by 53 percent of online shoppers. Cash on delivery is also popular, with 46 percent. Digital wallets and domestic bank credit or debit cards follow, with 37 and 36 percent respectively.

CROSS-BORDER – Consumers in Croatia prefer to shop locally. In 2022, 10 percent of all ecommerce transactions in the country were completed at foreign online stores. In 2017, that share was a lot higher: 25 percent. According to Statista, 35 percent of Croatians shop at online stores in other EU countries. Online stores from outside the EU have a much lower share.

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The ecommerce market in Croatia

The ecommerce market in Croatia is still quite small, compared to other European countries. According to Statista, the online revenue is projected to reach 1.09 billion euros in 2024. This is an increase of 11.4 percent compared to a year earlier.

The Croatian ecommerce market is expected to reach 1.7 billion euros by 2029. In comparison, ecommerce in Germany was worth 79.7 billion euros in 2023.

As mentioned earlier, Croatian consumers prefer to shop locally. It is no surprise then, that local businesses are increasingly trying to make money online. In 2023, 25.3 percent of all Croatian enterprises made sales on the internet. This was an increase from the year before, when 23.4 percent of all Croatian businesses was selling online. The level in 2023 was the same as in 2020, when more local businesses started selling online due to the lockdowns of the COVID-19 pandemic.

PRODUCT CATEGORIES – In terms of average online order value, the category home and garden scored the highest in 2022. On average, Croatians spent 172.52 euros (1,300 Croatian Kunas) on this category per order. Automotive parts came in second, with 145.98 euros per order (1,100 Croatian Kunas). In third place came electronic products, with an average order value of 132.71 euros (1,000 Croatian Kunas).

Big online stores in Croatia

In 2023, Notino was the leading online store in the country in terms of revenue. It reached sales of more than 55.5 million euros. It sells beauty products in Europe. In second place was eKupi, an online department store that sells all kinds of products, from supermarket items and consumer electronics, to car equipment, toys, and perfumes.

Another popular local online store is Links.hr, which sells consumer electronics and media. Supermarket chain Konzum is also a big player in the online space.

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.

Read all our articles about ecommerce in Croatia.

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