Comerç electrònic a Croàcia

E-commerce

E-commerce market

E-commerce in Croatia has been growing steadily in recent years, especially since the country joined the EU in 2013.  Market research agencies estimate that the e-commerce market value in Croatia reached US$ 446 million in 2017 (U.S. Gov). The average revenue per user is currently estimated at US$ 166. According to recent research by the Croatian daily Poslovni Dnevnik, there were approximately 1.75 million e-shoppers in Croatia at the end of 2017 (out of a population of 4 million).  2017 saw a growth rate of 18% in terms of online shoppers, with roughly 250,000 Croatians who started to buy online. Reportedly, 60% of internet users in Croatia purchase online, and between 6% and 10% of them make online purchases on a monthly basis (a 9% increase from the previous year).  Only 6% of online users have never purchased online (U.S. Gov). An estimated 40% of Croatian online shoppers order from stores outside of Croatia, mostly from China and the EU. The main focus is on the media and electronics sectors, with a market value forecasted at USD 181 million in 2018. Online shoppers also buy clothing, shoes, fashion accessories and food. About 40% of Croatian online retailers serving the Croatian market exclusively, while another 40% are open to foreign markets (especially the EU). Amazon, eBay, and Extreme Digital are the most popular sites in Croatia, along with locally-developed platforms eKupi and Abrakadabra. Almost 90% of Croatian internet users actively look for information about the product or service before purchase, often using different channels. When it comes to online payment methods, 21% of buyers use credit cards, whereas PayPal and similar services are used by only 10% of buyers. Smartphone payment applications issued by banks -currently used by 13% of buyers – are growing. However, the majority of e-shoppers still prefer to use direct bank transfers (31%) or Cash on Delivery (25%). Most internet users (more than 74%) in Croatia use the internet for social media. The most popular social networking site is Facebook, with an estimated 1.9 million users (over 70% are aged 18-44). Instagram has 760,000 users, of which 54% are women. Viber is the most used messaging service in Croatia, ahead of WhatsApp and Messenger.