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 Personal Care market in Montenegro

The Montenegrin Personal Care eCommerce market is predicted to reach US$13.6 million by 2023 and accounts for 46.2% of the Care Products 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 8.1%, resulting in a projected market volume of US$18.5 million by 2027. The Personal Care eCommerce market is a sub-market of the Care Products market. Further categories within the Care Products market are: Health Care, and Household Care.

eCommerce revenue development in the Personal 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 Personal 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$) 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0
Growth (in %) 26.3 68.5 29.7 78.2 78.9 8.1 73.2 78.0
AOV (in US$) 0.8 0.2 0.7 0.6 0.3 0.8 0.7 0.4
CVR (in %) 34.1 6.2 30.3 40.6 77.1 78.3 19.8 80.1
AOV: Average Order Value CVR: Conversion Rate

Online share

eCommerce online share of the total Personal 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 Personal Care retail market, the online share is 6.0% and will increase by an average of 31.4% to 17.9% by 2027.

eCommerce online share of the total Personal 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 %) 95.8% 55.1% 23.8% 97.5% 22.7% 67.5% 39.0% 57.2%

Market definition

Definition of the Personal Care market within the Care Products market

Market definition: Care Products > Personal Care The category Personal Care encompasses the commercial (B2C) sale of shower and bath products (e.g. shampoos, shower gels, deodorants), cosmetics (e.g. make-up, mascaras, nail care), hygiene products (e.g. feminine hygiene products, toilet paper), and more. Not covered are household care, health care or professional products and services for personal care (e.g. beauty treatments, make-up course). All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

In-scope

  • Shower and bath products (e.g. shampoos, shower gels, deodorants)
  • Cosmetics (e.g. make-up, mascaras, nail care)
  • Hygiene products (e.g. feminine hygiene products, toilet paper)
  • Fragrances

Out-of-scope

  • Household care
  • Health care
  • Professional products and services for personal care (e.g. beauty treatments, make-up course)