Slovenia eCommerce insights

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



Slovenia is home to 2 million people with a total GDP of 34 billion USD. GDP per capita is currently 22,072 USD and expected to reach 24,452 USD by 2021. Slovenia is ranked as the 53rd richest country by the World Bank GDP per capita rankings.

Digital User Insights

There are currently 1.2 million eCommerce users in Slovenia, with an additional 200,000 users to be shopping online by 2021. These 1.4 million eCommerce users will represent 83% of the total population. The average user spends 249 USD online, which will grow to 295 USD by 2021.

Number of Users Slovenia eCommerce

Dividing internet usage into age groups, gives a better picture of the Slovenian eCommerce market. 100% of those aged 16-24 log on daily, and 100% of those aged 25-34, and 81% of those aged 35-44. The older generations log on regularly with the 45-54 age group showing a 77% daily penetration rate, and 76% of those over 55 logging on daily.

Number of Users Slovenia eCommerce

Product Categories

Total eCommerce revenue across all product categories is 292 million USD, expected to reach 427 million USD by 2021. Electronics is currently the leading product category, accounting for 141 million USD market share. Furniture & Appliances is second, accounting for 64 million USD.

By 2021, Electronics will still lead the charge, valued at 191 million USD. Furniture & Appliances will also grow, reaching 102 million USD.  

Revenue by Product Categories Slovenia eCommerce


In 2016, Slovenia was ranked 50th in the World Bank Logistics ranking. 50% of Slovenia’s population reside in urban areas.

Preferred Online Payments

63% of shoppers used prepaid cards when shopping online, and a further 17% used mobile. Credit cards were also used online accounting for 10% of purchases.

Preferred Online Payment Methods Slovenia eCommerce

Where does Slovenia buy from?

Germany supplies Slovenia with 5 billion USD in imports. Other key import partners are Italy (4.56 billion USD), Austria (2.67 billion USD), China (1.75 billion USD) and Croatia (1.28 billion USD).

Top 5 Countries Slovenia eCommerce

Internet and Device Usage

Internet penetration in Slovenia is currently at 70%, and should reach 74% by 2021. Smartphone penetration is 56% and is projected to grow to 63% by 2021.  

89% of online shoppers in Slovenia shop online via desktop. 4% of shoppers make purchases via smartphone, and 3% made their most recent purchase via tablet.

Devices Used for Most Recent Online Purchase Slovenia eCommerce


Total Marketing spend in Slovenia has risen in recent years, as advertisers steadily invest more in digital advertising. Digital has grown to the third highest market spend reaching 16 million USD.  Newspapers are the second highest market spend accounting for 18 million USD. Television is the highest market spend accounting for 61 million USD.

Advertising Spend by Slovenia eCommerce

Social Media

Slovenia’s Social Media Penetration is 47% accounting for almost 1 million people in 2017, with this expected to surpass 1 million people by 2021. YouTube, Facebook and Instagram are the leading social networks.

Social Network Number of Users in Millions Slovenia eCommerce

For more market insights, check out the eShopWorld series of blogs covering a range of emerging eCommerce markets. 

*Insights derived from eShopWorld data, Statista, WorldBank, OECD and other industry sources.