Care Products market in Montenegro

The Montenegrin Care Products eCommerce market is predicted to reach US$29.4 million by 2023 and accounts for 9.4% of the total eCommerce market in Montenegro. It is expected to increase over the next years. The expected compound annual growth rate for the next four years (CAGR 2023-2027) will be 7.8%, resulting in a projected market volume of US$39.7 million by 2027. Within the Care Products market ECDB considers the following three sub-markets: Personal Care, Health Care, and Household Care.

Market development

eCommerce revenue development in the Other Health Care market in Montenegro

The Montenegrin Other Health Care eCommerce market is predicted to reach US$0.2 million by 2023 and accounts for 1.9% of the Health Care eCommerce market in Montenegro. It is expected to increase over the next years. The expected compound annual growth rate for the next four years (CAGR 2023-2027) will be 15.0%, resulting in a projected market volume of US$0.4 million by 2027. The Other Health Care eCommerce market is a sub-market of the Health Care market. Further categories within the Health Care market are: Eye Care, Medical Products, Nutrition, and Pharmaceuticals.

eCommerce revenue development in the Other Health Care market in Montenegro

in million US$

Note: Market revenue represents B2C sales of physical goods including VAT. It excludes B2B sales, C2C sales, returns, compensation for damaged or missing goods, any discounts granted and services. Data shown is using current exchange rates.

Source: ECDB analysis

eCommerce revenue growth in the Other Health Care market in Montenegro

in %

Note: Market revenue represents B2C sales of physical goods including VAT. It excludes B2B sales, C2C sales, returns, compensation for damaged or missing goods, any discounts granted and services. Data shown is using current exchange rates.

Source: ECDB analysis

Net eCommerce revenue split by sub-category

in %

Note: Data shown is using current exchange rates.

Source: ECDB analysis

2020 2021 2022 2023 2024 2025 2026 2027
Revenue (in mUS$) 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0
Growth (in %) 94.2 22.3 79.8 71.4 60.2 71.9 87.0 57.4
AOV (in US$) 0.0 0.2 0.6 0.1 0.8 0.7 0.3 0.1
CVR (in %) 24.5 7.7 65.4 91.4 78.0 23.8 36.6 17.4
AOV: Average Order Value CVR: Conversion Rate

Online share

eCommerce online share of the total Other Health Care market in Montenegro

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 Montenegrin Other Health Care retail market, the online share is 6.0% and will increase by an average of 13.5% to 10.0% by 2027.

eCommerce online share of the total Other Health Care market in Montenegro

in %

Note: Data shown is using current exchange rates.

Source: Statista Market Insights , ECDB analysis

2020 2021 2022 2023 2024 2025 2026 2027
Online share (in %) 94.2% 98.9% 44.0% 0.3% 95.1% 83.9% 60.7% 34.0%

Market definition

Definition of the Other Health Care market within the Care Products market

Market definition: Care Products > Health Care > Other Health Care The category Other Health Care includes the online trade of aromatherapy and relaxation products (e.g. essential oils, healing stones). All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

In-scope

  • Aromatherapy and relaxation products (e.g. essential oils, healing stones)

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