51% of Slovenians aged 16–74 made an online purchase during 12 months

Avatar for Lucija Drstvenšek

Slovenia is home to approximately 2 million inhabitants. The GDP per capita is 22,182 EUR and was last recorded in 2018. The current number of e-commerce users is 1.2 million, with an expected increase of 200,000 million more users by 2023.

Online purchases in Slovenia are rapidly increasing. In 2018, the Slovenian Statistical Office released a report stating that more than half of individuals aged 16-74 made an online purchase in the previous 12 months. The share of people in that age group more than doubled regarding online purchasing, compared to the 10 years before. The categories most often purchased online by women are: clothes, food and groceries. And for men: household goods, computer hardware and electronic equipment. 71% of people in Slovenia, aged 16-74 are using the Internet every day or almost every day, regardless of the location – home, work, or school – or the purpose of usage (private versus professional).

The share of regular Internet users (16-74 years) by purpose of usage, Slovenia, 1st quarter 2018

Valicon, a Slovenian marketing research agency, observed that Slovenians are quite loyal to local e-commerce shops. But, the true market share of the major players in the Slovenian market is hard to determine. However, their research showed that 47% of Slovenians buy from Slovenian webshops. Popular Slovenian e-commerce sites include: ceneje.si, mimovrste.si, nakupovanje.net, enaa.com, mercator.si, and trgovine.net. Other often visited e-commerce sites include: Amazon, eBay and Ali Express.

According to a research done by SAP in 2018, the main reasons for consumers not to buy online are: distrust and the fact that they are more familiar with physical stores. Of those who never shop online, 84% say that they prefer to see the product in-store, 42% do not want to share personal data on the internet, and a third is concerned about the abuse of credit card details. Ensuring Slovenians that they are secure in shopping and offering free and easy returns will help alleviate their fears.


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