Online Shopping in 2023: Demand for One Product Category Increased by as Much as 685 Percent

Analysis of online demand in the year coming to a close, traditionally conducted in the last days of December on the price comparison portal Jeftinije.hr, has revealed interesting changes in consumer trends this year.

As in previous years, the category smartphones was one of the most popular with a demand increase of 56 percent. Smartphones have long become an indispensable part of our daily lives, and the battle for consumer attention between giants like Samsung and Apple dominated the year coming to a close. The Samsung A54 was the most sought-after product of the year, while other models of Samsung and Apple smartphones occupied nine out of ten spots on the list of the most popular products of the year. Alongside them, the Husqvarna chainsaw Mark II 550XP found its place in seventh position.

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photo Jeftinije.hr

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Winners and Losers of 2023

Interestingly, this year some traditionally popular categories such as smartwatches, refrigerators with freezers, and LCD televisions recorded a slight decline compared to last year, which, in addition to changing consumer interests, likely indicates current market saturation.

On the other hand, besides the aforementioned category of smartphones, demand also slightly increased in the category of washing machines by six percent compared to the previous year. During 2023, there was also an increase in demand in the categories of ceramic tiles, mosquito nets, and essential oils, indicating increased interest and a growing trend in demand for home decor products.

Among other highlighted categories, we recorded a significant surge in demand for scooters. With a demand increase of 685 percent, it is evident that domestic consumers are actively seeking alternatives to conventional modes of transportation.

In Slovenia, Demand for Mobile Phones Dominated, While in Serbia, It Was for Furniture

The comparison of online demand in Croatia and Slovenia once again showed similarities in consumer behavior. As in our country, the category of smartphones captured the most attention from Slovenian online shoppers during 2023, and alongside them, our western neighbors most frequently searched for winter tires and lawn mowers.

Serbian consumers showed the most interest this year in products from the furniture category as well as clothing and footwear – the largest surge in demand was recorded in the categories of sofas and three-seaters, as well as women’s and men’s sneakers. Last year’s most sought-after category, air conditioners, recorded a demand decline of 38 percent this year.

Continuous monitoring of dynamics in the e-commerce market is a crucial tool for smart purchasing decisions, and at the end of another year, we can conclude that domestic consumers (as well as those in the region) particularly valued innovations in mobile technology, sustainable means of transportation, and care for home quality in the year coming to a close.