as your next market for growth

We’ll help you to localise your digital marketing strategy for the Slovakian market. Tell us about your export business goals and we’ll give you a hand in market sizing, digital marketing cost estimation, business plan validation and an action plan for achieving success in the Slovakian market.

Let’s talk about my export goals

Grow your business in Slovakia


Expand beyond borders and beyond your expectations. Entry to Slovakia can’t be easier – diversify to this small but strong market! 


Overlooked on the European e-commerce map? We don’t think so. At least not after spending ten minutes on reading the following insights. Growing at 16 % rate, annual increase is not the only reason Slovakia sounds like the smart choice: a seasoned ecosystem with established Euro and logistics structure connecting largest cities to other CEE’s capitals come to mind. Slovaks trust online stores and up to 86 % shop regularly. Promptly delivered product at the best price with an A+ customer experience gets them rave about you all over the social media. Definitely a market worth exploring!

Country in a snapshot


Small and scrappy, Slovakia can confidently match up with bigger markets. Local e-commerce ecosystem is well-developed, with close connections to nearby countries. Yes, the population is rather tiny (relatively speaking), but with such a low point of entry, scratching Slovakia from your expansion plans is almost like leaving money on the table. Also: most Slovaks shop online repeatedly. When they like what they’ve experienced, most of them boomerang right back. Price is important, but equally crucial is having the product in stock so they can get it the next day. Slovaks don’t forget being treated (extra) nice. Get a Slovak customer, gain a lifetime customer! 


Spectacular nature, strong genes (both Audrey Hepburn’s and Angelina Jolie’s grandparents were from Slovakia!) and the world’s highest number of castles and chateaux per capita, Slovakia might just be the wild card in your export portfolio.


Let’s explore more!

On the graph you can see the relative change of Google ads cost and CPC of e‑commerce players.


Slovakia had a turnover from online sales exceeding 1.3 billion EUR in 2019, according to and has continually grown at 16% rate throughout 2019 a number that was likely higher in 2020 as pandemic e-commerce growth in the CEE region is estimated to be around 2535%.


There are close to 13 000 online stores on the Slovakian market. With 8,5 million visits monthly, is one of the market’s leaders as well as a marketplace for others to sell at. Similarly, is close second. Another strong set of players is focusing on electronics, Martinus with books, Bonprix selling fashion and with a selection from phones to pet food. Pharma’s DrMax, Datacomp with electronic goods and Andreashop are closing the top ten. 


The market’s largest segment is electronics, other products most commonly bought online include food and groceries, cosmetics and clothes including footwear. Traditionally, it’s also books, home, decor and gardening, tickets for events, sporting equipment, auto-moto and hobby segments. After 2020, drugstore products and medicine are on the list of, too. The main e-commerce event of the year is the Christmas season which starts as soon as September and lasts throughout January. Relatively newer Black Friday has gained popularity and is now an important date on every online store’s calendar. 


One last thing to know from the big picture perspective: Slovakian e-commerce market is tightly connected Czech, in terms of logistics ecosystem, relationships, partnerships, language, etc. and if you’re expanding to one, you might consider making a bolder, two-in-one move. 

4 575 000
Number of online shoppers
Online shoppers compared to population
Number of shops
E‑commerce revenue (2022)
E‑commerce growth
Biggest e‑commerce player



For Slovaks, shopping online is a norm it is something they do on a regular basis. Up to 86 % locals shop online repeatedly. Trust in online shopping experience is rather high across the population. Slovakia is another mobile-first country. Communications infrastructure has undergone a major modernization, connecting (nearly) every village to the internet. With seven out of ten Slovaks owning a smartphone, two thirds of online purchases are done via phone


Price is one of the key components for Slovaks to make a buying decision. They do however value fast delivery and great customer care enough for these factors to weigh in. Did you know 30% of customers rather leave the site if they don’t see their product in stock or available in the next couple of days? One third of Slovaks prefer buying in stores that offer free shipping. A positive customer experience usually results in repeated purchase, especially in segments such as clothing. According to DPD’s 2019 research, 83 % respondents seek reviews before buying. Half of them can be thrown off by a negative review on social media. 


Slovaks are also going greener. Two thirds of online shoppers prefer to choose environmentally-friendly products rather than their “traditional” counterparts. Half would even pay more for the greener version. They increasingly care about less waste packaging. 

How to get their attention: 

Low price with quality customer experience

Same or next day delivery

Product available in stock

Eco-conscious approach



Logistics certainly benefits from well-connectedness. Apart from Slovak post, which is an option used by many, the most common couriers are DHL, DPD, PPL, Geis Parcel, NeoShip, and GLS. Tracking orders, getting notifications and prompt communication from shipping companies is a norm. With the rising popularity of pick-up options, Zásilkovna and Uloženka are getting a strong hold of the market: consumers can collect their orders (almost) anytime while the shipping cost stays budget-friendly. 


Legislation / administration. VAT registration is compulsory after a turnover of 49,790 EUR in a maximum period of 12 consecutive calendar months. Standard VAT is 20 %. Slovakia also offers a reduced 10 % VAT on  books, selected foods, selected medical devices, accommodation services, and goods and services within the social economy.


In terms of payment options, it’s simple math: two thirds pays cash on pick-up, one third opts for a card payment (or bank transfer and other e-wallet methods). 


Delivery is certainly a field that has undergone the biggest transformation in the past couple of years. While not long ago, 83% of online shoppers had been in favour of home delivery, convenience and flexibility had become increasingly important in lifestyles of (urban) Slovaks. Pick-up points usually have longer opening hours (often including weekends) than post office or tight couriers’ windows for home delivery. In cities, self-service boxes are available day and night. The combination of an online store with a brick-and-mortar showroom is particularly popular, because one avoids the shipping cost. Bear this in mind: less than half of the customers leave the shopping cart before ordering goods due to insufficient shipping options. 


Candid insights before we go on:


We mentioned Slovakian e-commerce market is tightly connected to the Czech Republic’s. As a result of historic background, Slovaks are used to buying from Czech companies, listening to Czech TV and following Czech media. Interestingly, it doesn’t always work the other way around. The biggest Czech e-commerce players and present (and successful!) in Slovakia, so if you are one, you should build your presence too. 


How do businesses typically go about it? A notion still taken by many is to enter the new market copy-pasting all that’s working in your homeland. To gain a lot, you also want to spend a lot on different marketing activities, right? While in theory, risk-taking is essential to entrepreneurship, expansion is not like throwing spaghetti on the wall, waiting what sticks. Unless you have unlimited budget to spend, Laszló Szabó, Google Certified Trainer for Export in the Czech Republic and Slovakia as well as co-founder of Growww Digital, believes that planning ahead (and making your first mistakes in Excel sheet!) is the way towards fast growth in a new market. “We believe businesses exporting abroad should calculate their business potential and go for the low hanging fruit,” Szabó adds. Turns out, you don’t need to copy-paste everything. Why don’t you start with one or two channels? Or better yet: keep an open mind for an out-of-the-box solution. An audit with Growww Digital often turns out exactly that way!

Deep dive into digital marketing


Getting sales and becoming visible in Slovakia requires a set of skills. Both fast, bold actions, as well as continual effort, are needed in those first months (or years, for that matter). After all, you are running a marathon. But make no mistake: there are a couple of sprints waiting around every other corner. Get ready: PPC including Google Shopping, a very vivid landscape of social media and growing tendency to consume content, especially when it’s authentic, are here for you to grab and use. To make it to the finish line, you might want to have a dedicated partner by your side. 

“Having managed more than 60 export projects across 7 CEE countries, you can hardly name any e-commerce business sector that we haven’t dealt with already. From grocery to cosmetics to fashion and finance, our clients have grown on average by 84 % in the last 5 years.” 


László Szabó, Google Certified Trainer for Export in CEE.


Price Comparison Shopping Optimization


Comparison engines are typically a go-to marketing strategy in any CEE country, Slovakia not being an exception. Abroad players, new brands without (yet) established presence as well as segments typically performing well on price comparison sites (from electronics to home to everything baby care) would certainly benefit from employing A synonym for price comparison and a member of Heureka Group, it gathers and showcases a variety of products from thousands of stores. Pricemania,, Glami (fashion and accessories), Favi (home and deco) and Biano (housing) are other price comparison platforms.


In order to benefit from presence on such platforms, price competitiveness, consistent and quality product feed, as well as optimization are necessary. Simply put, there are three steps to success. First, you need precise XML and right categorization of your products. Second comes getting the Trusted badge (you become eligible when you’re rating above 90%). According to Zoltán Flekács, Head of Performance at Growww Digital, it is key to build trust with customers on comparison sites. Third is using bidding on product level to boost your sales numbers or effectiveness significantly. “We use automated tools and our broad expertise to fully capitalize on comparison shopping that may take up 10-40% of all your sales revenue as an e-commerce store merchant,” Flékács gives a peek into Growww Digital’s behind the scenes. 


PPC Advertising


Another low hanging fruit with potential to bring growth are Google Ads, Google Shopping and Facebook Ads campaigns. According to DPD’s 2019 research, 27% online stores experience significant increase in demand after investing in PPC ads. “As a results-first focused agency with senior specialists native in 6 CEE languages (incl. Slovak), we’ve seen the power localised campaigns can bring to an exporting business, even if it’s a first-timer,” László explains what they do at Growww Digital, and what you want to be doing too. He elaborates: “if a campaign is not profitable either in the short or the long run, that’d be a failure. Whether it is a tactical special deal offer or a comprehensive social media brand development project, we always look at the numbers and adjust our efforts accordingly to make sure we’re on the right path to hit the target. With our success fee based business model that is tailored to your needs we are in the role of real owner of your campaigns and manage them as our own ones. Your goals are our goals, after all.”


Apart from PPC, Google Shopping has been present in Slovakia since September 2019. According to Flékács, it is the single most effective way to enter a country with just a minimum level of localisation that can be done by any PPC professional not even speaking the language. “Shopping is the quickest win of them all,” he knows from experience, “and when it comes to Google Shopping, activating the 20% discount on CPC by a CSS/CSP provider is a no-brainer from a business point of view. Your competitors already use that advantage, so should you, too.”




Review your content and technical search engine optimization. We recommend having your technical (off-page) SEO centralized, meaning it is set in the same way across countries you export to. Make sure you localize off-site link building to Slovak pages. On-site wording and localization is a must.With our in-house senior experts native in 5 CEE languages, we translate and localise your site’s metadata, while our proven local link building partners help to maximize the link juice to your sites. All of this to ensure long-term organic traffic and conversions,” Zóltán summarizes what steps would follow. Having a localized version of your store, in EUR and in Slovak language will enable you to have your store indexed in Slovak search engines

Social Media & Brand Communication


You don’t want to continually build your brand and business solely based on PPC or price comparison engines, do you? Although those definitely are the number one tools at the beginning, in the long run you want to diversify platforms you depend on and build a trustworthy brand that stands on its own. Right upon expansion, you can build a strong brand foundation by: 

  • facilitating reviews on social media and forums
  • obtaining references such as Heureka’s Verified by customers 
  • as well as on your Facebook’s fan page. 

Being aware of your brand’s DNA and tone of voice is an integral part of the localization process. Authentic and value-driven brand communications builds trust and loyalty. Your strategy can be focused on goals such as sales, lead generation, or follower growth.


Content Creation


Content marketing means creating regular content that your audience finds useful, interesting, relevant and entertaining. It further boosts your brand goals. The whole communication is strongly tied to your business goals. As László says: “Whether you commit to growing 10% or 100% requires a whole another set of decisions, actions and tools.” For Growww Digital, with 7 years of experience in 7 countries, going all in in order to deliver results is the way of living. No wonder their average customer has grown by 84 % in the past five years. Take it from those who have results: 


Building a well-oiled content machine means you plan your content, build channels and systems. All that purposeful content should be pointing eyeballs in one direction and one direction only: to your website. To the places where conversions happen. Localising and proofreading Popgrom’s pneu website helped boost conversion rate and increased effectiveness of all campaigns,” Alexandra Mezei, Head of Social Media and Brand shares. 


Conclusion and (your) next steps


Although smaller in popularity when it comes to expansion (we all want to catch those big fishes like Hungary or Romania, don’t we?), Slovakia is a market with steady e-commerce growth rate, relatively strong buying power and digitalisation across segments. Let’s be really blunt here because it’s the truth: if you are in the Czech Republic, it is a must to enter Slovakia, too.


Your first step can be really simple, yet highly actionable: deepen your market insight in this Facebook mastermind, a closed community of committed exporters, or get in touch with us if you need help with export. And if you know precisely what help you need in any area of digital marketing, talk to us directly and we will create a tailored offer that boosts your business results.