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: 7/23/2018
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 currently becoming a common way of purchasing goods in Slovakia. In 2017 there were about 11,000 e-shops that generated sales of USD 1.06 billion. The traditionally strongest season is Christmas, which reached USD 339 million in turnover. . Almost 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 byCosmetics, Health and Sport. The sector with the greatest growth in 2017 was category Food and Drinks, which grew by 43%. The current user penetration is at 70.9% 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
There is more common inward cross-border eCommerce. The most popular eshops for Slovaks are eBay, Amazon UK and Amazon DE, Alibaba and AliExpress. Only three local eshops, and are popular in neighboring countries.
B2B eCommerce
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 (; (; Heureka ( ); TPD (; Andreashop (; MP3 (; Edigital (; OKAY; Datart (; Gigastore (
Online Payment
The most common payments are done by electronic debit and credit cards because it is safe and there are no additional surcharges. Popular payment method is also pay on delivery that is usually surcharged by USD 1-2, but there is no surcharge if the total purchase is over USD 100 - 200.
Mobile eCommerce
Mobile eCommerce became even more popular thanks to a growing number of local eCommerce applications. The majority of local web sites have implemented Accelerated Mobile Pages to increase reading ease on mobile devices.
Digital Marketing
Many local companies that are using digital marketing have implemented Machine Learning that helps to target marketing to potential customers.
Major Buying Holidays
The major buying holidays are Christmas and Easter.
Social Media
YouTube, for young targets, is already overtaking television in Slovakia as the most watched video content provider. The younger and middle age populations like to read news on social media channels. There is a growing problem with hoaxes that can manipulate public opinion, which can spread quickly via multiple social media channels.

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