Slovakia - ECommerce Slovakia ECommerce
eCommerce has been a fast-growing segment over the past several years. The most commonly purchased products by individual consumers and companies are consumer goods, electronics, software, voice, data and TV services, household appliances, furniture, hobbies, music, video on demand, cosmetics, toys, airline tickets, holiday trips, tickets for cultural events, and clothes. U.S. providers of online services, such as video on demand, software, games, and music, should make an effort to penetrate the Slovak market for those products and offer fee-based services to consumers who already have fiber optic and broadband Internet connections at home. Many younger Slovaks speak English, and the general population is highly interested in American entertainment products. Many consumers who have already purchased fiber optic connections belong to a market segment that is receptive to cutting-edge technology.
Current Market Trends
Online shopping is an increasingly common way of purchasing goods in Slovakia. In 2018 there were about 11,585 e-shops that generated sales of EUR 1.13 billion (USD 1.29 billion). The traditionally strongest season is Christmas, which reached EUR 387 million (USD 441 million) in turnover. More than half of all Slovaks use their mobile devices when purchasing online. The market's largest segment is Electronics & Media, which makes up amost half of the market share. Category House/Garden and DIY ranked second, followed by Cosmetics, Health and Sport. The sector with the greatest growth in 2018 was category Food and Drinks, which grew by 32%. The current user penetration is 72.6% and is expected to hit 80% in 2021.
Domestic eCommerce (B2C)
There are currently 3.2 million e-Commerce users in Slovakia, with an additonal 400,000 Slovaks expected to be shopping online by 2021. These 3.6 million e-Commerce users will represent 78% of the total population. The average user spends USD 231 online per year, which will grow to USD 297 by 2021. 98% of 16-24-year-olds log on daily. Products most likely to be sold on social media include real estate, insurance, and consumer goods.
Cross-border eCommerce is common. The most popular eshops for Slovaks are eBay, Amazon UK and Amazon DE, Alibaba and AliExpress. Several local eshops including mall.sk, alza.sk and tpd.sk are popular in neighboring countries.
This is the second fastest growing segment of eCommerce. Local companies successfully offer their products and services to their business clients. Companies usually start with purchase of office supplies and then look for other products and services to increase their efficiency and lower operational, transportation and storage costs.
Popular eCommerce Sites
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The most common payments are done by electronic debit and credit cards because it is safe and there are no additional surcharges. Another popular payment method is ‘pay on delivery’ that usually includes a USD 1-2 surchargefor purchases under USD 100 - 200.
Mobile eCommerce grew in popularity thanks to increased numbers of local eCommerce applications. The majority of local web sites have implemented Accelerated Mobile Pages to increase reading ease on mobile devices.
Many local companies that are using digital marketing have implemented Machine Learning to target marketing to potential customers.
Major Buying Holidays
The major buying holidays are Christmas,, Valentine’s Day, and Easter.
YouTube is already overtaking television in Slovakia as the most watched video content provider among younger audience. Younger and middle-aged populations often get their news from social media channels. Hoaxes are a growing problem, which can impact public opinion, and spread quickly via multiple social media channels. Prepared by our U.S. Embassies abroad. With its network of 108 offices across the United States and in more than 75 countries, the U.S. Commercial Service of the U.S. Department of Commerce utilizes its global presence and international marketing expertise to help U.S. companies sell their products and services worldwide. Locate the U.S. Commercial Service trade specialist in the U.S. nearest you by visiting http://export.gov/usoffices.