Executive Summary

Feb 2019
PROSPECTS
Main motive for online purchases – cheaper goods

Most of the merchandise purchased online is ordered via third-party merchants, or online marketplaces. This means that the main motive for buying online is the price.

Growth comes from abroad, not from local retailers

It is estimated that around every seventh retailer offers its goods online as well. Whilst they display the goods on their webpages, virtually nothing else has changed in that respect: they offer no special customer support services, have created no new departments nor have they engaged any logistical solutions.

Strong growth being seen but potential not yet fully exploited

Internet retailing is showing double-digit growth rates, but, according to official sources, Croatia is amongst the lowest-ranked EU countries when it comes to internet penetration and online purchases. Whilst about 75% of the population has broadband internet access, the country has the lowest number of recorded online purchases: less than 30% of Croatians are buying online.

COMPETITIVE LANDSCAPE
Third-party merchants lead

Younger generations, particularly the millennials, are driving sales in internet retailing, and they are not interested in online versions of existing local stores that do not satisfy them in terms of pricing and product variety. Such consumers like to have a wide variety of options at their disposal and investigate by themselves.

Domestic internet retailers are confident about the future

Croatian companies currently seem to be present in internet retailing just for the sake of being there. There is only one company visibly promoting its online appearance, and that is Agrokor.

Delivery services on the verge of collapse

Although not directly linked with internet retailing, deliveries do have an impact on overall sales, albeit a negative one. The explosive growth in online sales has resulted in an increase in deliveries via post or couriers, which the various operators did not follow up with growth in capacity.

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Internet Retailing in Croatia

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Overview

Discover the latest market trends and uncover sources of future market growth for the Internet Retailing industry in Croatia with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Internet Retailing industry in Croatia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Internet Retailing in Croatia market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed market shares for international and locally-based retailers
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth 
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • Who are the leading retailers in Croatia?
  • How quickly is internet retailing growing in Croatia?
  • What products are selling best over the internet?
  • Which internet sites are attracting the most sales?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Retailing market research database.

Internet Retailing in Croatia - Category analysis

HEADLINES

PROSPECTS

Main motive for online purchases – cheaper goods
Growth comes from abroad, not from local retailers
Strong growth being seen but potential not yet fully exploited

COMPETITIVE LANDSCAPE

Third-party merchants lead
Domestic internet retailers are confident about the future
Delivery services on the verge of collapse

CHANNEL DATA

Table 1 Internet Retailing by Category: Value 2013-2018
Table 2 Internet Retailing by Category: % Value Growth 2013-2018
Table 3 Internet Retailing GBO Company Shares: % Value 2014-2018
Table 4 Internet Retailing GBN Brand Shares: % Value 2015-2018
Table 5 Internet Retailing Forecasts by Category: Value 2018-2023
Table 6 Internet Retailing Forecasts by Category: % Value Growth 2018-2023

Retailing in Croatia - Industry Overview

EXECUTIVE SUMMARY

Sales are growing but Croatia is still far from the European average in terms of spending
Non-grocery grows faster than grocery
Locals strike back
Agrokor possibly out of trouble
A calming down of sales growth on the horizon

OPERATING ENVIRONMENT

Informal retailing
Opening hours
Summary 1 Standard Opening Hours by Channel Type
Physical retail landscape
Cash and carry
Table 7 Cash and Carry Sales: Value
Seasonality
Christmas
Summer end season sale
Payments and delivery
Emerging business models

MARKET DATA

Table 8 Sales in Retailing by Store-based vs Non-Store: Value 2013-2018
Table 9 Sales in Retailing by Store-based vs Non-Store: % Value Growth 2013-2018
Table 10 Sales in Store-Based Retailing by Channel: Value 2013-2018
Table 11 Sales in Store-Based Retailing by Channel: % Value Growth 2013-2018
Table 12 Store-Based Retailing Outlets by Channel: Units 2013-2018
Table 13 Store-Based Retailing Outlets by Channel: % Unit Growth 2013-2018
Table 14 Sales in Non-Store Retailing by Channel: Value 2013-2018
Table 15 Sales in Non-Store Retailing by Channel: % Value Growth 2013-2018
Table 16 Non-Grocery Specialists: Value Sales, Outlets and Selling Space 2013-2018
Table 17 Non-Grocery Specialists: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 18 Sales in Non-Grocery Specialists by Channel: Value 2013-2018
Table 19 Sales in Non-Grocery Specialists by Channel: % Value Growth 2013-2018
Table 20 Non-Grocery Specialists Outlets by Channel: Units 2013-2018
Table 21 Non-Grocery Specialists Outlets by Channel: % Unit Growth 2013-2018
Table 22 Retailing GBO Company Shares: % Value 2014-2018
Table 23 Retailing GBN Brand Shares: % Value 2015-2018
Table 24 Store-based Retailing GBO Company Shares: % Value 2014-2018
Table 25 Store-based Retailing GBN Brand Shares: % Value 2015-2018
Table 26 Store-based Retailing LBN Brand Shares: Outlets 2015-2018
Table 27 Non-Store Retailing GBO Company Shares: % Value 2014-2018
Table 28 Non-Store Retailing GBN Brand Shares: % Value 2015-2018
Table 29 Non-Grocery Specialists GBO Company Shares: % Value 2014-2018
Table 30 Non-Grocery Specialists GBN Brand Shares: % Value 2015-2018
Table 31 Non-Grocery Specialists LBN Brand Shares: Outlets 2015-2018
Table 32 Non-Grocery Specialists LBN Brand Shares: Selling Space 2015-2018
Table 33 Forecast Sales in Retailing by Store-based vs Non-Store: Value 2018-2023
Table 34 Forecast Sales in Retailing by Store-based vs Non-Store: % Value Growth 2018-2023
Table 35 Forecast Sales in Store-Based Retailing by Channel: Value 2018-2023
Table 36 Forecast Sales in Store-Based Retailing by Channel: % Value Growth 2018-2023
Table 37 Forecast Store-Based Retailing Outlets by Channel: Units 2018-2023
Table 38 Forecast Store-Based Retailing Outlets by Channel: % Unit Growth 2018-2023
Table 39 Forecast Sales in Non-Store Retailing by Channel: Value 2018-2023
Table 40 Forecast Sales in Non-Store Retailing by Channel: % Value Growth 2018-2023
Table 41 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 42 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 43 Forecast Sales in Non-Grocery Specialists by Channel: Value 2018-2023
Table 44 Forecast Sales in Non-Grocery Specialists by Channel: % Value Growth 2018-2023
Table 45 Forecast Non-Grocery Specialists Outlets by Channel: Units 2018-2023
Table 46 Forecast Non-Grocery Specialists Outlets by Channel: % Unit Growth 2018-2023

DEFINITIONS

SOURCES

Summary 2 Research Sources