Describes how widely e-Commerce is used, the primary sectors that sell through e-commerce, and how much product/service in each sector is sold through e-commerce versus brick-and-mortar retail. Includes what a company needs to know to take advantage of e-commerce in the local market and , reputable, prominent B2B websites.
Last Published: 5/25/2017


According to Mastercard’s Masterindex 2017 report on pan-European eCommerce, 87% of Croatian cardholders and 39,5% of internet users purchase online at least occasionally. E-commerce in Croatia has been steadily growing since the country joined the EU (in 2013) and by May 2016, 30% of cardholders increased their web consumption. While there are no exact figures on the value of e-Commerce trade in Croatia, market research agencies estimate that the Croatian retail chains generate approximately $25 million through online transactions per year.

Current Market Trends

Sizable increases in e-commerce are predicted throghout the EU. Consumer spending in 2016 and early 2017 improved and growth is projected to continue at above EU-average levels through the end of 2018.  However, household spending on non-food goods and services is unlikely to grow significantly beyond this period as relatively low projected long-term GDP growth will prevent consumers from shifting their spending to more non-essential items (such as clothing & footwear, household goods and consumer electronics, typically offered by online retailers).
Domestic eCommerce (B2C)

While more and more domestic retail companies engage in eCommerce, it is unlikely Croatia's online retail sector will grow faster than in other EU member states. Since the country's economic and demographic situation will remain unfavorable for online retail companies, the retailers will need to make an extra effort to present benefits of online shopping to the Croatian population, especially to the 35.1% of Croatians that are in the 40-64 year age bracket.

Cross-Border eCommerce

An estimated 55% of Croatian online-buyers order from stores outside Croatia. 

B2B eCommerce

An estimated 20% of the Croatian enterprises are active in eCommerce and most of the B2B eCommerce happens within the ICT sector.

eCommerce Services

Croatia has a sound ICT infrastructure and plenty of innovative startups, as well as talented programers and designers.  Sufficient high-quality service providers exist to support further development of eCommerce.  

eCommerce Intellectual Property Rights

Croatia is a member of the World Intellectual Property Organization (WIPO).  As an EU member, it has effective enforcement instruments in the field of intellectual property rights protection. 

Popular eCommerce Sites

Amazon and eBay are the most popular sites in Croatia, along with locally-developed platforms eKupi ( and Abrakadabra (

Online Payment

The most-used payment methods are credit cards and PayPal. However, many consumers still prefer to use direct bank transfer for paying their online orders.

Mobile eCommerce

Devices used for shopping include all kinds of smart devices from smart phones through phablets to tablets and laptops.  However, desktop computers remain the most popular for online shopping.

Digital Marketing

Digital marketing is becoming increasingly popular in Croatia. Also, there is an annual growth of 2-3% in leasing outdoor advertising of digital screens in public places, especially in and around shopping centers. As about 85% of Croatians regularly visit shopping centers where the annual consumption is about $3 billion, it is expected that this sector will grow about 20%-30% by 2020.

Major Buying Holidays

The major consumer “buying holidays” in Croatia are St. Niclaus, Christmas, New Years’, and Valentine’s Day. 

Social Media

Most internet users (more than 60%) in Croatia use the internet for social media.  More than 30% of the population accesses social media through a mobile phone. The most popular social networking site is Facebook. In a 2015 study, Facebook Croatia had 1.8 milion users: 50.6% male and 49.4% female, and 40% of users were 25 or younger. Younger Facebook users use the platform as a source of information while older users tend to use it for personal or other communication. Twitter is the second most popular platform used mostly by politicians and journalists. LinkedIn is third.


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Croatia eCommerce Industry Trade Development and Promotion eCommerce