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: 6/26/2017


Online sales of consumer goods have grown substantially in Slovenia over the past several years, as has the use of credit cards for in-person and online transactions. Approximately 90% of Slovenians aged 10-74, and almost all companies with 10+ employees, have broadband access to the internet. The latest statistics suggest that more than 48% of Slovenian internet users make monthly web purchases and that the average amount per purchase has doubled in a year. The main growth in e-commerce has been in the food & beverage, automotive, and pet markets. Seventy-six percent of websites in Slovenia have also developed mobile versions of their pages.
The Electronic Commerce Directive (2000/31/EC) provides rules for online services in the EU. It requires providers to abide by rules in the country where they are established (country of origin). Online providers must respect consumer protection rules such as indicating contact details on their website, clearly identifying advertising and protecting against spam. The Directive also grants exemptions to liability for intermediaries that transmit illegal content by third parties and for unknowingly hosting content. The European Commission released a work plan in 2012 in order to facilitate cross-border online services and reduce barriers. For further detail, visit the European Commission eCommerce page.
In July 2003, the EU started applying Value Added Tax (VAT) to sales by non-EU based companies of Electronically Supplied Services (ESS) to EU based non-business customers. U.S. companies that are covered by the rule must collect and submit VAT to EU tax authorities. European Council Directive 2002/38/EC further developed the EU rules for charging Value Added Tax. These rules were indefinitely extended following adoption of Directive 2008/8/EC. 
U.S. businesses mainly affected by the 2003 rule change are those that are U.S. based and selling ESS to EU based, non-business customers or those businesses that are EU based and selling ESS to customers outside the EU who no longer need to charge VAT on these transactions. There are a number of compliance options for businesses. The Directive created a special scheme that simplifies registering with each member state. The Directive allows companies to register with a single VAT authority of their choice. Companies have to charge different rates of VAT according to where their customers are based, but VAT reports and returns are submitted to just one authority. The VAT authority responsible for providing the single point of registration service is then responsible for reallocating the collected revenue among the other EU VAT authorities. For more information, visit the EU VAT page.

Current Market Trends

The telecommunications infrastructure is well developed in Slovenia and broadband internet is available to the vast majority of the population at a reasonable price. Revenue in the e-Commerce market is expected to be approximately $292 million in 2017 and is expected to show an annual growth rate of 9.9%. The market’s largest segment is electronics and media with an expected volume of $141 million in 2017. The average revenue per use currently amounts to approximately $250.

Domestic eCommerce (B2C)

Domestic e-Commerce is rapidly expanding in Slovenia due to lower prices and increasing variety of products. Almost half of Slovenian online buyers (49 percent) shop only at domestic online stores, despite the high global competition.

Cross-Border eCommerce

Slovenians mainly buy goods and services from various EU countries and the United States. Purchases within in the EU are not subject to customs duties. Many Slovenians elect to purchase from the EU based websites of American companies (e.g. Amazon UK) in order to avoid duties. The most common products bought online are electronic products, fashion products, housing equipment, books, medicines, health supplements, travel arrangements, and air tickets.

B2B eCommerce

B2B eCommerce is still in its infancy in Slovenia as many companies are still relying on existing homegrown systems that support relatively outdated processes and limited sales channels. The automobile industry in Slovenia, with significant sales to Germany, France, and Italy, is attempting to greatly expand its B2B commerce infrastructure.

eCommerce Services

Slovenia is home to a series of well-developed e-Commerce related IT companies as well as a vibrant start-up market. The IT sector in Slovenia employs more than 20,000 people in over 3,000 companies.

eCommerce Intellectual property Rights

Slovenia has adopted all EU eCommerce directives and, therefore, eCommerce intellectual property rights are protected. Although rights are well protected, enforcement is relatively lax and illegal downloading of music and video content remains rampant. The Slovenian Intellectual Property office oversees eCommerce intellectual property. Additional information can be found on the IPR Office website.

Popular eCommerce Sites

Slovenian consumers use all major international eCommerce sites, including The more popular Slovenian eCommerce sites include:;;;;; and

Online Payment

Online payments are generally handled through international credit cards such as MasterCard, VISA, or Diners Club. Pay Pal is another online payment provider that is growing in significance. Moneta, a Slovenian secure payment provider, is often used for payments relating to domestic purchases.

Mobile eCommerce

Slovenia has experienced significant recent growth in mobile eCommerce. Approximately 76% of companies with an internet presence in Slovenia have now also developed a related mobile website.

Digital Marketing

There are currently no major Slovenian digital marketing companies. There are, however, a number of Slovenian startup companies in the field, including a number that develop software support for digital marketing.

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Slovenia Trade Development and Promotion