E-commerce continued to gain significant value share in 2021. While growth was not quite as high as in 2020, when value sales increased by more than a half, there was very healthy double-digit value growth in 2021.
Third party merchants still account for over half of value sales. Popular market places include baraar.
Up to now, Konzum has been the only supermarket offering an online platform and as a resulted has benefitted. However, in 2021, supermarket chain Tommy also launched an online platform that promises that delivered produce will be fresh as produce bought in-store and offers both home delivery and pick-up.
The outlook for e-commerce is very healthy, with double-digit constant value growth expected over the forecast period. Now that many Croatians, including the older generation, have purchased online, they will much more open to doing more online purchases in the future.
Since July 2021, all deliveries from outside the EU are required to pay VAT. Previously deliveries with a value of less than EUR22 were exempt.
Despite e-commerce’s rapid success, the channel will still face some challenges in the years ahead. For example, Croatia is amongst the lowest-ranked EU countries in regard to internet penetration, which will therefore impact online purchases.
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Sales of consumer goods to the general public via the Internet. Please note that this includes sales through mobile phones and tablets (i.e. m-commerce). E-commerce includes sales generated through pure e-commerce websites and through sites operated by store-based retailers. Sales data is attributed to the country where the consumer is based, rather than where the retailer is based. The definition of e-commerce is agnostic as to where actual payment takes place; if an order is initiated online, it is considered to be an e-commerce transaction, even if the order is ultimately paid for in-store (or elsewhere). As a result, all ‘click-and-collect’ and ‘collect-at-store’ transactions are counted as e-commerce sales. E-commerce excludes sales of: (a) Consumer-to-consumer (C2C) and business-to-business (B2B) sales, although please note that sales between businesses and consumers (i.e. B2C sales) on sites such as eBay are included; (b) Sales of motor vehicles, motorcycles and vehicle parts; (c) Tickets for events (sports, music concerts, etc.) and travel; (d) Sales of travel and holiday packages; (e) Revenue generated by online gambling sites; (f) Returned products/unpaid invoices; and (h) Internet sales from direct selling companies, as these are tracked in Direct Selling market size/shares. Example e-commerce brands include Amazon.com, Zappos.com, Apple.com, iTunes, Rakuten, Tesco.com, Dell.com, Coles Online, etc. 3rd Party Merchant sales through online marketplaces, such as Amazon.com, eBay.com and Walmart.com, are included and split out in shares. 3rd party merchants are the summation of sales that come from businesses that are present on an online marketplace (e.g. Amazon, Alibaba). Marketplaces are websites that allow multiple merchants to sell on the marketplace website, with the marketplace operator processing the transactions, but many marketplaces provide offer other services as to help with shipping, handling, payment, and product storage. The marketplace is not the merchant of record legally, but for the sake of shares, sales from 3rd part merchants are attributed to the marketplace brand operator.
See All of Our DefinitionsThis report originates from Passport, our E-Commerce (Goods) research and analysis database.
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