E-commerce continued to register high double-digit value growth in 2021, as the boost in e-commerce driven by the 2020 lockdowns continued to boost value sales. While e-commerce had been growing prior to the pandemic, the pandemic represented a fuel injection for the channel.
3rd party merchants continued to account for most value sales in 2021. Compared to local players, these sellers are able to offer a much larger portfolio of goods.
The main driver enabling increased e-commerce is the rising number of Slovenians who have internet access in their homes. Furthermore, a growing number of people use payment cards, allowing them to purchase goods and services online.
The outlook for e-commerce is very healthy, with double-digit constant value growth expected over the forecast period. Overall, the pandemic has been largely beneficial for e-commerce and the positive effects will be felt over the duration of the forecast period.
Over the forecast period, the largest retailers in Serbia will focus on boosting their sales made online. Retailers are aware that e-commerce will gather pace in the years to come and are looking to take advantage of that.
Domestic e-commerce accounted for over nearly two-third of value sales in 2021. There were several reasons for this.
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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 Definitions
This report originates from Passport, our E-Commerce (Goods) research and analysis database.
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