e-Commerce Market Analysis

The eCommerce market in Croatia

Croatia is the 85th largest market for eCommerce with a revenue of US$489 million in 2019, placing it ahead of Myanmar and behind Oman.

With an increase of 8%, the Croatian eCommerce market contributed to the worldwide growth rate of 13% in 2019. Revenues for eCommerce continue to increase. New markets are emerging, and existing markets also have the potential for further development. Global growth will continue over the next few years. This will be propelled by East and Southeast Asia, with their expanding middle class and lagging offline shopping infrastructure.

The eCommerce market includes online sales of physical goods to a private end user (B2C). Included in this definition are purchases via computer as well as mobile purchases via smartphones and tablets. Excluded from the definition of ecommerceDB are the following: digitally distributed services (e.g., travel tickets), online stores dedicated to digital media downloads or streams, online stores dedicated to B2B markets, and sales between private individuals (C2C) within the eCommerce market.

The eCommerce market in Croatia

Top online stores

The biggest player in the Croatian eCommerce Market is ekupi.hr. The store had a revenue of US$23 million in 2019. It is followed by emmezeta.hr with US$22 million revenue and konzum.hr with US$17 million revenue. Altogether, the top three stores account for 15% of online revenue in Croatia.

Store rankings are based on every store that generates revenue in Croatia. These stores can either have a national focus and only sell in their main country or operate on a global scale. For this evaluation, only revenue created in Croatia was considered.

One of the fastest-growing stores in the Croatian market is pinkpanda.hr. The store achieved sales of about US$0.9 million in 2019. Its revenue growth amounted to 140% in the previous year.

Top online The eCommerce market stores in Croatia by eCommerce net sales 2019 in million US$ The table shows the stores that generate the highest revenue in the Croatian market. For this evaluation, only revenue created in Croatia was considered. Basis are all shops on eCommerceDB that operate in Croatia.

# Store
1. ekupi.hr US$23m
2. emmezeta.hr US$22m
3. konzum.hr US$17m
4. links.hr US$16m
5. zara.com US$16m
The eCommerce market in Croatia

Market size and growth rate

Revenue in 2019
CAGR 2019-2023

Digital Market Outlook by Statista

The Digital Market Outlook presents up-to-date figures on markets of the digital economy. The comparable key figures are based on extensive analyses of relevant indicators from the areas of society, economy, and technology.
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Market expansion in Croatia is expected to continue over the next few years, as indicated by the Statista Digital Market Outlook. It has been predicted that the compound annual growth rate (CAGR 19-23) for the next four years will be 7%. Compared to the year-over-year growth of 8%, this decrease suggests a moderately flooded market. Another indicator of market saturation is the online penetration of 67% in Croatia; in other words, 67% of the Croatian population have bought at least one product online in 2019.

Five categories are considered by ecommerceDB. Electronics & Media is the largest segment in Croatia and accounts for 39% of the eCommerce revenue in Croatia. This is followed by Fashion with 27%, Toys, Hobby & DIY with 17%, Furniture & Appliances with 12% and Food & Personal Care with the remaining 5%.

The eCommerce market in Croatia

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