eCommerce market in Croatia

Market development

eCommerce revenue development in Croatia

Croatia is the 70th largest market for eCommerce with a predicted revenue of US$959.4 million by 2024, placing it ahead of Ghana. Revenue is expected to show a compound annual growth rate (CAGR 2024-2028) of 4.0%, resulting in a projected market volume of US$1,121.2 million by 2028. With an expected increase of 5.2% in 2024, the Croatian eCommerce market contributed to the worldwide growth rate of 10.4% in 2024. Like in Croatia, global eCommerce sales are expected to increase over the next years. Seven markets are considered by ECDB within the Croatian eCommerce market. Hobby & Leisure is the largest market and accounts for 26.2% of the Croatian eCommerce revenue. It is followed by Electronics with 20.9%, Fashion with 17.4%, Furniture & Homeware with 11.6%, Care Products with 9.3%, DIY with 8.9%, and Grocery with the remaining 5.7%.

eCommerce revenue development in Croatia

in million US$

eCommerce revenue growth in Croatia

in %
20202021202220232024202520262027
Revenue (in mUS$)0.00.00.00.00.00.00.00.0
Growth (in %)12.939.483.642.78.963.161.54.1

Online share

eCommerce online share in Croatia

The online share refers to the proportion of the retail volume that is transacted via the Internet. It includes purchases via desktop PC, tablet or smartphone, both via website or app. Only retail of physical goods is taken into account. In the Croatian retail market, the online share is 7.2% and will increase by an average of 8.7% to 10.1% by 2028.

eCommerce online share in Croatia

in %
20202021202220232024202520262027
Online share (in %)52.9%88.5%32.5%56.3%0.2%27.6%5.0%43.4%

Top stores

Top five online stores in Croatia by net sales 2023

The biggest player in the Croatian eCommerce market is notino.hr. The store had a revenue of US$59.4 million in 2023. Store rankings include 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.

eCommerce net sales generated in Croatia in 2023

in million US$
Filtered revenue / share
Global revenue
Growth
US$900.0m
20.7%
US$8,300.0m8.3%
US$550.0m
12.0%
US$4,600.0m12.4%
US$470.0m
3.9%
US$1,190.0m33.6%
US$430.0m
20.6%
US$2,122.0m18.0%
US$370.0m
20.7%
US$1,814.0m12.6%

Payment Methods

Top 5 offered payment methods in the Croatian eCommerce market

With 91.6% VISA the most commonly offered payment method of all online stores in the Croatian eCommerce market in 2023. Like VISA Mastercard with a share of 90.9% and Diners Club with a share of 69.9% the payment type Cards is the most common used by online retailers in in the Croatian eCommerce market in 2023. Other commonly used payment methods in that market are Cash on delivery (Cash on delivery) with 76.2% and Bank transfer/cash in advance (Bank transfer) with 53.8% of stores offering that payment method to the clients.

Top 5 offered payment methods in the Croatian eCommerce market

in %

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Shipping Service Provider

Top 5 offered shipping providers in the Croatian eCommerce market

Despite GLS's dominant position with 56.7% of online stores opting for its services, the Croatian eCommerce market in 2023 remains diverse and competitive. Several other shipping service providers, including Hrvatska pošta, DPD, Overseas Express, and DHL, hold smaller but significant shares, contributing to a dynamic and fragmented market.

Top 5 offered shipping providers in the Croatian eCommerce market

in %

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