Insights into the growth of Croatian eCommerce with payment methods, target audiences, marketing, social media, economy and logistics all profiled

Economy Croatia is home to 4.17 million people with a total GDP of 50.43 billion USD and is ranked as the 83rd richest country, according to the World Bank GDP per capita rankings. Croatia’s GDP per capita is currently 12,046 USD and is expected to reach 14,034 USD by 2021. Digital User Insights There are currently 1.77 million eCommerce users in Croatia, with an additional 150,000 users expected to be shopping online by 2021. Four years from now, these 1.92 million eCommerce users will spend an average of 299.15 USD online.

Dividing internet usage into age groups gives a better picture of the Croatia eCommerce market – 100% of 16-24 year-olds, 97% of 25-34 year-olds, and 93% of 35-44 year-olds log on daily. The older generations also log on regularly with 45-54 year-olds and over 55s showing a 85% and 77% daily penetration rate, respectively.
Product Categories Total Croatian eCommerce revenue across all product categories is 406 million USD, and is expected to grow to 610 million USD by 2021. Electronics & Media is currently the leading product category in Croatia, accounting for 166.5 million USD market share, followed by Fashion, which generates 105.2 million USD in sales. By 2021, Electronics & Media will still be the most purchased online category, with an estimated value of 224.5 million USD, and second favorite, Fashion, will have an expected worth of 161.1 million USD.
Logistics In 2016, Croatia was ranked 51st in the World Bank Logistics ranking. Preferred Online Payments 53% of Croatia shoppers like to pay with digital wallet when shopping online.
Where does Croatia buy from? Germany supplies Croatia with 3.31 billion USD in imports – ranging from cars to electricity. Croatia’s other key import partners are Italy ($2.82 billion), Hungary ($1.48 billion), China ($1.02 billion) and Poland ($642 million).
Internet and Device Usage Internet penetration in Croatia is currently 73.3%, and should reach 76.8% by 2021. Smartphone penetration is a little less (57.9%), but is projected to grow to 65.6% in the next four years. 90% of online shoppers in Croatia buy via desktop, a stark contrast to the amount of smartphone (6%) and tablet (2%) shoppers.
Marketing In 2017, 132.41 million USD will be spent on TV advertising in Croatia.
For more market insights, check out the eShopWorld series of blogs covering a range of emerging eCommerce markets.