E-commerce in Croatia: 76 Percent of the Population Shops Online

The dynamics of online shopping in 2023 in Europe has stabilized with a slight decline in the total number of customers, while in Croatia their share is growing, with 76 percent of the population shopping online, which is in line with the European average, a new study by Geopost delivered on Tuesday by DPD Croatia has shown.

DPD Croatia is part of Geopost, the largest parcel delivery network in Europe, and their research titled ‘E-shopper Barometer’ for 2023 was conducted in 22 European countries with over 24,000 respondents aged 18 and older, who ordered physical products through online stores and received at least one package since January 2023.

In Croatia, 44 Percent of All E-shoppers Are Regulars

Among the countries surveyed was Croatia, where, according to the results, about 44 percent of all e-shoppers are regular e-shoppers, who buy at least one category of products online every month. They also explored the profile of the typical Croatian e-shopper who prefers free delivery and increasingly opts for alternative locations, or so-called pickup locations, as well as parcel lockers, and they have shown to be price-sensitive.

In all categories of ordering and purchasing products, women dominate, especially in the category of price sensitivity, where they make up as much as 72 percent of the customer population, primarily married women of lower purchasing power living in urban areas.

In purchasing, the largest growth is seen in products from the categories of beauty and health, fashion accessories and jewelry, as well as fresh food and beverages, while in line with European trends, the most popular categories are fashion, beauty and health, and footwear. When shopping internationally, Croatian citizens most often order from China, Germany, and the United Kingdom, primarily due to the unavailability of certain products, brands, or websites in the local market, but also better offers and discounts.

The research also showed that online shopping in Croatia is strongly associated with delivery costs, and free delivery and returns are key for making purchasing decisions, while customers also value the option of cash on delivery, shopping without creating a user account, and the absence of hidden fees. These are also the items that most deter Croatian e-shoppers.

About the type and method of delivery, regular e-shoppers in Croatia prefer that their items arrive at their doorstep, with 83 percent favoring this option, but this, according to the research, is a decline of 7 percentage points compared to the previous year.

On the other hand, delivery to parcel lockers has seen the largest increase, which has risen by 20 percent since 2021, as well as delivery to alternative locations. Today, 34 percent of deliveries go to so-called out-of-home locations, such as parcel lockers and pickups, while 48 percent of regular e-shoppers use more than one delivery option.

In all of this, researchers emphasize the importance of trust in delivery services and companies, so regular e-shoppers prefer to choose those they know and trust.

Europe – E-shopping Reduces Stress

In Croatia, as in Europe, the research showed that online shopping reduces stress and saves time and money compared to physical shopping, and European respondents noted that they also appreciate fast and reliable delivery, the ability to track packages, flexibility in deciding on the time and place of delivery, and easy and free product returns.

– Such consumer preferences require constant monitoring of market trends and business adaptation. In the context of a challenging economic situation, online shopping is increasingly recognized as a way to save, and e-shoppers are extremely price-sensitive. Key incentives for e-shopping are free delivery and returns, while transparency of information about delivery is becoming increasingly important for a positive shopping experience – they add alongside the research.