克罗地亚电子商务行业市场前景及投资研究报告-培训课件外文版2024.4

DIGITAL

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TRENDSE-commerceinCroatiaCHAPTER

01OverviewShareofsmallandmediumenterprisesthatmakee-commercesalesintheEuropeanUnionin2023,bycountryShareofSMEssellingthroughe-commerceintheEU2023,bycountryShareofenterprisesMediumenterprises(50-249employees)Smallenterprises(10-49employees)30%

35%

40%0%5%10%15%20%25%45%50%55%46.6%46.5%LithuaniaSwedenDenmarkIrelandSpainMaltaBelgiumCroatiaFinland36.4%49%35%34.1%32.5%31.6%30.2%45%40.9%41.3%40.9%28.9%28.7%35.9%40.3%27.7%27.6%34.9%35.3%NetherlandsAustria23.5%31.2%Czechia22%4Description:SmallcompaniesinLithuaniahavethehigheste-commercesalesadoptionrateintheEuropeanUnion.Upto36percentofIrishbusinesseswith10to49employeesmadee-commercesalesviaawebsiteorappin2023.Amongmedium-sizedcompanies(50-249employees),Swedenstandsout,with49percentofcompaniesengagingine-commerce.ReadmoreNote(s):EU;2023;EU-27;smallandmediumenterpriseswithoutfinancialsector;*DataformediumenterprisesinPortugalwasnotgivenbysource.ReadmoreSource(s):EurostatShareofsmallandmediumenterprisesthatmakeB2BandB2Ge-commercesalesviaawebsiteintheEuropeanUnionin2023,bycountryShareofSMEssellingB2B&B2GonawebsiteintheEU2023,bycountryShareofenterprisesMediumenterprises(50-249employees)10%

15%Smallenterprises(10-49employees)20%

25%

30%0%5%35%40%35.5%LithuaniaSpainSwedenCroatia29.7%24.8%21.4%20.3%20%28.1%22.9%20%NetherlandsDenmarkBelgiumMalta18.9%23.4%18%27.1%17.9%21%16.5%16.1%15.6%15.3%18%CzechiaHungaryFinland19%23.9%16.6%Slovenia13.4%5Description:Lithuaniahasthehighestshareofsmallandmedium-sizedbusinessesmakingbusiness-to-business(B2B)andbusiness-to-government(B2G)e-commercesalesviaawebsite.In2023,30percentofsmalland36percentofmidsizecompaniesinLithuaniadidthat.ReadmoreNote(s):EU;2023;EU27;smallandmediumenterpriseswithoutfinancialsectorSource(s):EurostatShareofinternetuserswhoorderedorpurchasedgoodsorservicesonlineinthepast12monthsinCentralandEasternEurope(CEE)in2023,bycountryShareofonlineshoppersintheCEEregion2023,bycountryShareofrespondents0%10%20%30%40%50%60%70%80%90%100%SlovakiaCzechia86.22%83.74%Estonia78.05%HungaryEU-27PolandSloveniaCroatiaLithuaniaLatvia75.89%75.14%73%72.54%70.11%68.44%66.95%64.18%SerbiaRomaniaBulgaria54.93%53.82%BosniaandHerzegovinaMontenegro41.31%32.13%6Description:In2023,residentsofSlovakia(86percent)werethemostlikelytoshoponlineinCentralandEasternEuropeancountries.ComparedtotheEUaverage,theshareofinternetusersinSlovakiashoppingonlinewas11percentagepointshigher.Furthermore,Czechia,Hungary,andEstoniawereabovetheEUaverage.Ontheotherhand,thelowestrateofe-commerceadoptionamongtheonlinepopulationwasobservedinMontenegro(at32percent).

ReadmoreNote(s):CEE;2023Source(s):EurostatE-commercemarketrevenueinCroatiafrom2018to2029(inmillionU.S.dollars)E-commercemarketrevenueinCroatia2018-20292,5002,0001,5001,932.881,819.491,705.191,557.371,403.221,255.461,242.281,112.011,116.061,045.911,000843.81764.1620185000201920202021202220232024202520262027202820297Description:TherevenueintheE-commercemarketinCroatiawasforecasttocontinuouslyincreasebetween2024and2029byintotal690.6millionU.S.dollars(+55.59percent).Aftertheseventhconsecutiveincreasingyear,theindicatorisestimatedtoreach1.9billionU.S.dollarsandthereforeanewpeakin2029.ReadmoreNote(s):CroatiaSource(s):Averagerevenueperuserinthee-commercemarketinCroatiafrom2017to2028(inU.S.dollars)E-commercemarketARPUinCroatia2017-2028700655.99611.71607.04600.17596.61594.18596.14580.676005004003002001000564.02556.15535.03520.442017201820192020202120222023202420252026202720288Description:Theaveragee-commercerevenueperuserinCroatiapeakedin2021atapproximately656U.S.dollars,whichwasfollowedbythelowestvaluerecordedovertheobservedperiod.TheARPUintheCroatiane-commercemarketisforecasttoreachover600U.S.dollarsin2025,markinganincreasecomparedto2024.ReadmoreNote(s):CroatiaSource(s):Shareofe-commerceinretailsalesinCroatiafrom2017to2027Shareofe-commerceinretailsalesinCroatia2017-202710%9.2%8.8%9%8%7%6%5%4%3%2%1%0%7.9%7.2%7.1%6.5%6.4%6.3%4.9%4.3%4.3%201720182019202020212022202320242025202620279/statistics/1449005/croatia-e-commerce-share-in-retailIn2023,e-commerceaccountedforapproximately6.5percentofCroatia'stotalretailtrade,markingaslightincreasecomparedtothepreviousyear.Thisfigureisexpectedtogrowgraduallyoverthefollowingyearsandreach9.2percentby2027.

ReadmoreNote(s):CroatiaSource(s):ecommerceDB.com;Shareofe-commerceinCroatianenterprises'revenuefrom2013to2023E-commerceshareinenterprises'revenueinCroatia2013-202318%16.5%16%14%12%10%8%15.3%15.3%14.4%14.2%13.6%12.5%11.7%11.6%11.1%10.9%6%4%2%0%2013201420152016201720182019202020212022202310Description:E-commerceaccountedfornearly17percentofCroatianenterprises'revenuein2022,whichwasthehighestfigurerecordedovertheobservedyears.However,thisfigureunderwentaslightdecreasein2023,reaching15percent.

ReadmoreNote(s):Croatia;2013to2023;*Referstoallenterpriseswithoutthefinancialsector,with10personsemployedormore.ThedatacoversenterprisesinNACEsectorsC-NandS95.1sector,asidentifiedbythesource.

ReadmoreSource(s):EurostatShareofpopulationwhopurchasedonlineinthepastthreemonthsinCroatiafrom2010to2023OnlineshoppingpenetrationinCroatia2010-202360%50%40%30%49.93%45.81%45.71%44.4%34.97%27.03%26.35%25.42%21.59%20.75%18.73%201320%10%0%16.04%201211.36%20119.34%2010201420152016201720182019202020212022202311Description:NearlyhalfofthepopulationinCroatiapurchasedsomethingontheinternetinthepastthreemonthsin2023.Incontrast,thefigurefor2010wasjustaroundninepercent.Thenumberofpeoplebuyingonlinesignificantlyincreasedin2020.ReadmoreNote(s):Croatia;2010to2023Source(s):EurostatShareofpopulationsellinggoodsorservicesonlineinCroatiafrom2019to2023ShareofpopulationsellinggoodsorservicesonlineinCroatia2019-202330%25%26.28%23.87%22.77%21.62%20%15%10%5%15.44%0%2019202020212022202312Description:AccordingtoaseriesofsurveysconductedbyEurostat,theshareofCroatianssellinggoodsorservicesonlinefollowedadecreasingtrendovertheshownperiod.In2023,approximately15percentofthecountry'spopulationsoldproductsorservicesovertheinternetcomparedtomorethan26percentrecordedin2021.ReadmoreNote(s):Croatia;2019to2023Source(s):EurostatCHAPTER

02OnlineshopsShareofenterpriseswithwebsalesinCroatiafrom2013to2023ShareofenterpriseswithwebsalesinCroatia2013-202330%25.3%25.3%25%20%15%10%5%23.5%23.4%17.8%17.6%17.6%16.5%14.7%13.9%14%0%2013201420152016201720182019202020212022202314Description:One-quarterofenterprisesinCroatiasoldviawebsites,apps,andonlinemarketplacesin2023.Thesharesawanincreasefromthepreviousyearandwasthesameasin2020.

ReadmoreNote(s):Croatia;2013to2023Source(s):EurostatShareofenterpriseswithB2BandB2GwebsalesinCroatiafrom2013to2023ShareofcompanieswithB2B/B2GwebsalesinCroatia2013-202325%20%21.4%20.6%19%18.7%14.8%15%10%5%14.1%13.7%13.4%12.4%11.9%11.7%0%2013201420152016201720182019202020212022202315Description:TheshareofenterprisesthatmakeB2BandB2Gsalesviawebsites,apps,andonlinemarketplacesinCroatiaincreasedby1.6percentagepointsin2023incomparisontothepreviousyear.Intotal,theshareofenterprisesamountedto20.6percentin2023.ReadmoreNote(s):Croatia;2013to2023Source(s):EurostatShareofenterprisesthatmakeB2CwebsalesinCroatiafrom2013to2023ShareofcompanieswithwebB2CsalesinCroatia2013-202325%20%20.8%20.5%19.7%19.2%14.8%15%13.9%12.3%11.7%11.3%11.1%10.8%10%5%0%2013201420152016201720182019202020212022202316Description:TheshareofenterprisesthatmakeB2Csalesviawebsites,apps,andonlinemarketplacesinCroatiareached20.8percentin2023.Thisindicatedanincreaseof1.6percentagepointsincomparisontothepreviousyear.

ReadmoreNote(s):Croatia;2013to2023Source(s):EurostatLeadingonlineshopsinCroatiain2023,bynetsalesrevenue(inmillionU.S.dollars)LeadingonlineshopsinCroatia2023,bynetsales7060.1605040302010051.146.645.244.3Notino.hrEkupi.hrPevex.hrZalando.hrKonzum.hr17Description:Notino.hrwasCroatia'sleadingonlineretailer,witharevenueofover60millionU.S.dollarsin2023.Pevex.hr,ahomeimprovementstore,camethirdintheranking,havingearnedmorethan46millionU.S.dollarsoverthesameyear.

ReadmoreNote(s):Croatia;2023Source(s):ecommerceDB.comMostwidelyusedwebshopsinCroatiain2022MostwidelyusedwebshopsinCroatia202245%39%40%35%30%25%20%15%10%5%33.5%27.3%22.9%22.7%12.6%4%3.5%0%eKupiAmazonMall.hrJeftinije.hrBazzar.hrPinkPandautiklikAbrakadabra18Description:In2022,eKupiwasCroatia'smostpopularonlineshop,asnearly40percentofsurveyparticipantsstatedthattheyhaduseditinthepast.Amazonrankedsecondwitha34percentusagerate,followedbyMall.hr.

ReadmoreNote(s):Croatia;2022;1,000respondents;18-74yearsSource(s):MediaNetCHAPTER

03E-commerceexpenditureAnnualonlineshoppingexpenditurepercapitainCroatiain2023AnnualonlineshoppingexpenditurepercapitainCroatia20233529.53025201510526.117.617.49.50Lessthan100euros100-500euros500-1,000euros1,000-2,000eurosOver2,000euros20Description:In2023,thehighestshareofCroatiane-commerceusersspentbetween100and500eurosontheironlinepurchases,accountingfornearly30percentofrespondents.Atthesametime,another26percentofsurveyparticipantsspent500to1,000eurosonline.ReadmoreNote(s):Croatia;2023;1,439respondents;OnlineshoppersSource(s):Netokracija;SveučilišteAlgebra;UdrugaeCommerceHrvatskaE-commercepurchasevaluedistributioninCroatiain2022,bycategoryE-commerceordervaluedistributioninCroatia2022,bycategory30%25%25%20%15%10%5%19%18%8%6%6%4%4%3%3%2%0%FashionElectronicsHomeandgardenHealthand

AutomotivebeautyChildren'sSportsFoodanddrinkPetsOfficeandschoolsupplies,booksOther21Description:FashionandelectronicarticlesaccountedforthehighestshareofCroatians'onlinepurchasevalueasof2022,occupyinga25and19percentshare,respectively.Homeandgardenproductsrankedthird,accountingfor18percentoftheannuale-commerceordervalue.ReadmoreNote(s):Croatia;2015to2022;1,965respondentsSource(s):Jeftinije.hr;ProgressiveMagazin;ValiconAverageonlineordervalueinCroatiain2022,bycategory(inkunas)AverageonlineordervalueinCroatia2022,bycategory1,4001,1711,2001,00080060040020001,0871,024627516491485459453449400241Home&

Automotive

ElectronicsgardenSportsHealth&beautyFashionPetsChildren's

Food&drink

Office&

ReadymealsOtherschoolsupplies,books22Description:Home&garden,andautomotiveproductsregisteredthehighestaverageonlineordervalueinCroatiain2022,totaling1.3and1.1thousandkunas,respectively.Electronicproductscamethirdintherankingwithanaverageordervalueofonethousandkunas.ReadmoreNote(s):Croatia;2022;1,965respondentsSource(s):Jeftinije.hr;ProgressiveMagazin;ValiconCHAPTER

04OnlineshoppingbehaviorOnlineshoppingrateinCroatiain2022,byageOnlineshoppingrateinCroatia2022,byageOnlineshopperFormeronlineshopper80%70%60%50%40%30%20%10%0%68%51%10%9%8%6%0%0%65+yearsold18-35yearsold36-50yearsold51-65yearsold24Description:OnlineshoppingisstillmostlyprevalentamongtheyoungergenerationsofCroatians.In2022,nearly70percentofsurveyparticipantsagedbetween18and35yearswereonlineshoppers.Bycomparison,thisfigurereachedonly10percentintheagegroupof51to65-year-olds.Moreover,accordingtothefindingsofthesurvey,Croatiansabovetheageof65yearsolddidnotshoponline.

ReadmoreNote(s):Croatia;2022;1,000respondents;18-74yearsSource(s):MediaNetOnlineshoppingrateinCroatiain2022,bylevelofeducationOnlineshoppingrateinCroatia2022,bylevelofeducation70%60%50%63%40%34%30%20%10%2%Elementaryeducation0%SecondaryeducationTertiaryeducation25Description:InCroatia,thereareconsiderabledifferencesinonlineshoppingpenetrationbasedonthehighestlevelofeducationalattainment.Asof2022,63percentofCroatianswithtertiaryeducationmadeonlinepurchases,whileonlytwopercentofthepopulationwithprimaryeducationshoppedonline.ReadmoreNote(s):Croatia;2022;1,000respondents;18-74yearsSource(s):MediaNetOnlineshoppingrateinCroatiain2022,byregionOnlineshoppingrateinCroatia2022,byregion50%46%45%40%35%30%25%20%15%10%5%37%36%36%0%ZagrebPannonianCroatiaAdriaticCroatiaNorthernCroatia26Description:In2022,Croatia'scapital,Zagreb,recordedthehigheste-commercepenetrationratewith46percentofthepopulationshoppingonline.InAdriaticCroatiaandNorthernCroatia,thisfiguretotaled36percent.ReadmoreNote(s):Croatia;2022;1,000respondents;18-74yearsSource(s):MediaNetFrequencyofmakingonlinepurchasesinCroatiain2022FrequencyofonlinepurchasesinCroatia202280%68%70%60%50%40%30%20%10%0%19%11%3%VeryoftenRegularlySometimesNever27Description:In2022,themajorityofCroatia'sonlinepopulationshoppedonlineveryfrequently,accountingfor68percentoftheresponses.Another19percentofsurveyparticipantsstatedthattheyshoppedonlineregularly.Onlythreepercentofrespondentswerenote-commerceusers.ReadmoreNote(s):Croatia;October2022Source(s):Jeftinije.hr;Profitiraj.hr;ValiconMostimportantcriteriawhenmakinge-commercepurchasesinCroatiain2022Mostimportantcriteriawhenmakinge-commercepurchasesinCroatia2022Shareofrespondents10%0%5%15%20%25%30%35%40%FreedeliveryFreereturnAbilitytopaycashondelivery35%25%24%NohiddenfeesDetailedproductdescriptionAbilitytopaywithcreditcard18%17%16%15%15%14%Beingtoldtheexact1-hourtimeslotofparceldeliveryReturningitemswithpick-upfromhomeClearreturnpolicyFastpurchasewithoutaccountcreationChoiceinthespeedofdeliveryEfficientsearchengineandfiltersTransparentandcompletedeliverycosts12%11%11%10%28/statistics/1447435/croatia-important-criteria-when-shopping-onlineFreeparceldeliveryandreturnwerethemostimportantcriteriaforCroatianonlineshopperswhenmakinge-commercepurchasesin2022.Atthesametime,24percentofsurveyrespondentshelditimportanttobeabletopaywithcashondelivery.ReadmoreNote(s):Croatia;2022;RegularonlineshoppersSource(s):GeopostDevicesusedforonlineshoppinginCroatiain2022DevicesusedforonlineshoppinginCroatia202260%56%50%40%30%20%10%0%21%21%2%SmartphoneDesktopcomputerLaptopTabletcomputer29Description:In2022,mostCroatiansusedtheirsmartphonesforonlineshopping.Atthesametime,approximately20percentofconnectedcitizensmadeonlinepurchasesusingdesktoporlaptopcomputers.

ReadmoreNote(s):Croatia;November2022;1,965respondentsSource(s):Jeftinije.hr;Profitiraj.hr;ValiconCHAPTER

05Cross-bordershoppingOnlinepurchasingnationallyandcross-borderinthelastthreemonthsinCroatiain2022Onlinepurchasingnationallyandcross-borderinCroatia2022Shareofrespondents20%

30%0%10%40%50%60%70%80%90%Fromnationalsellers83%FromsellersfromotherEUcountriesFromsellersoftherestoftheworld(non-EUcountries)Fromsellersfromunknowncountries35%19%3%Fromsellersfromothercountries(EUornon-EU)43%31Description:In2022,themajorityofCroatianrespondentsmadeonlinepurchasesfromnationalsellers.However,threepercentofrespondentsboughtproductsonlinefromsellersfromunknowncountriesinthelastthreemonths.

ReadmoreNote(s):Croatia;2022Source(s):CentreforMarketInsights;EcommerceEurope;EuroCommerce;Eurostat;IzbaGospodarkiElektronicznejShareofcross-borderordersinthetotale-commercepurchasevalueinCroatiafrom2017to2022Shareofcross-borderordersintotale-commercepurchasevalueinCroatia2017-202230%27%25%24%25%20%15%10%5%13%10%9%0%20172018201920202021202232Description:Theshareofcross-borderpurchasesinCroatia'stotale-commerceordervaluedecreasedovertheshownperiodwithsomefluctuation.In2022,ordersplacedinforeignwebshopsaccountedfor10percentofe-commercetransactions,whilethisfigurestoodat25percentin2017.ReadmoreNote(s):Croatia;2017to2022;1,965respondentsSource(s):Jeftinije.hr;ProgressiveMagazin;ValiconPaymentmethodsusedforcross-bordere-commercepurchasesinCroatiain2022Paymentmethodsusedforcross-bordere-commercepurchasesinCroatia2022100%88%90%80%70%60%50%40%30%20%10%0%4%4%4%PaymentcardPro-formainvoiceCashOther33Description:In2022,mostCroatiane-commerceuserspaidbycardfortheircross-borderpurchases.Atthesametime,fourpercentoftherespondentspaidcashondelivery.

ReadmoreNote(s):Croatia;2022Source(s):Jeftinije.hr;Media-M;ValiconCHAPTER

06ParceldeliveryE-commercedeliverymethodpreferencesinCroatiain2022E-commercedeliverymethodpreferencesinCroatia2022100%87%90%80%70%60%50%40%30%20%10%0%7%3%3%HomedeliveryPickupatthestoreorwarehousePuck-uppointParcellocker35Description:ThemajorityofCroatianspreferredtohavetheironlinepurchasesdeliveredtotheirhomeaddressasof2022,accountingfor87percentoftheanswers.Anothersevenpercentoftherespondentschosepickupatthestoreorwarehouseastheirpreferreddeliverymethod.ReadmoreNote(s):Croatia;2022;3,431respondents;onlineshoppersSource(s):UdrugaeCommerceHrvatskaAcceptablee-commercedeliverypriceinCroatiain2022Acceptablee-commercedeliverypriceinCroatia202260%54%50%40%28%30%20%10%0%17%1%Upto20kunaIonlyorderifthereisnodeliveryconst21to30kunaAbove30kuna36/statistics/1446106/croatia-acceptable-e-commerce-delivery-priceIn2022,mostCroatianswerewillingtopayupto20kunas(approximately2.6euros)forthedeliveryoftheironlinepurchases.Atthesametime,28percentofrespondentsstatedthattheyonlyplacedonlineorderswhentherewasnodeliveryfee.

ReadmoreNote(s):Croatia;2022;3,431respondents;onlineshoppersSource(s):UdrugaeCommerceHrvatskaShippingserviceprovidersofferedbywebshopsinCroatiain2022ShippingserviceprovidersofferedbywebshopsinCroatia202260%56.7%50%40%30%20%10%0%29.8%25%24%6.7%DHLGLSHrvatskapotaDPDOverseasExpress37/statistics/1448997/croatia-shipping-providers-offered-by-webshopsIn2022,GLSwasthemostsupporteddeliveryprovideramongCroatianonlineshops,beingavailableinnearly57percentofthem.Hrvatskapota,thestate-ownedpostcompany,camesecondintheranking,supportedbyalmost30percentofwebshops.ReadmoreNote(s):Croatia;2022Source(s):ecommerceDB.comCHAPTER

07PaymentmethodsMostcommonpaymentmethodsofferedbyonlineshopsinCroatiain2022MostcommonpaymentmethodsofferedbyonlineshopsinCroatia2022100%91%90.3%90%80%70%60%50%40%30%20%10%0%76.6%69.7%54.5%VISAMastercardCashondeliveryDinersclubBanktransfer/cashinadvance39Description:In2022,theonlinemarketplace,ekupi.hrwasCroatia'sleading