E-commerce in Croatia - statistics & facts

E-commerce is still a developing market in Croatia, with itsrevenue projected to increase dynamically over the following years, reaching a value of nearly 1.9 billion U.S. dollars by 2028. Similarly to other countries, the coronavirus (COVID-19) pandemic brought a surge in online retail, and an increasing share of customers shifted to e-commerce. Besides global market players, domestic enterprises emerged on the e-commerce scene, with around a quarter of businesses selling goods and services online in Croatia in 2023.

Croatia’s e-commerce landscape

Notino, the European beauty product e-tailer, was the leading online shop in the country in terms of net revenue in 2023, with figures reaching over 60 million U.S. dollars. It was followed by the Croatian eKupi, a popular e-commerce website in the Balkan region, with a revenue exceeding 51 million U.S. dollars. In the same year, Pevex, the domestic home improvement article retailer, was the third most successful company in terms of e-commerce earnings, reaching nearly 47 million U.S. dollars. Fashion items were the most widely purchased products online, accounting for a quarter of the annual e-commerce order value in Croatia in 2022. Electronics and home improvement products followed in the ranking, holding a 19- and 18- percent share, respectively. Regarding the highest average order value, home and garden products took the lead with nearly 1,200 kunas, followed by automotive and electronic articles.

Croatian e-commerce users tend to be young and well-educated

As of 2023, over 70 percent of Croatia’s online population had purchased goods or services over the internet, with only six other CEE countries recording higher e-commerce penetration rates. However, this figure was still below the European Union average of 75 percent. Despite the increase in e-commerce usage, there are still notable differences among various demographic groups when it comes to making online purchases. While the majority of Croatians between 18 to 65 years were online shoppers, older generations were significantly less engaged in 2022, as only 10 percent of 51-to-61-year-olds were e-commerce users. When it comes to the highest level of educational attainment, approximately 63 percent of the population with tertiary education purchased goods online. In contrast, only two percent of Croatians with elementary school as their highest level of education shopped online.
This text provides general information. Statista assumes no liability for the information given being complete or correct. Due to varying update cycles, statistics can display more up-to-date data than referenced in the text.
Published by Flora Medve, Mar 5, 2024

Key insights

E-commerce revenue in Croatia
1.25bn USD
Share of e-commerce in Croatia's retail sales
6.5%
Share of e-commerce in Croatian enterprises' revenue
15.3%
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