E-commerce growth, leaders and trends
With 21% yoy e-commerce growth, the total industry revenue reached 368 mil EUR in 2019, exceeded the 4 million EUR threshold in 2020 and is expected to hit 6 million in the next couple of years. The economy is continuously growing, providing citizens with a good standard of living. This brings Slovenia closer to Austria rather than Balkan countries.
Segment-wise, fashion accounts for 30% of Slovenia’s e-commerce revenue. According to our insider information, Slovenes don’t religiously follow trends to be stylish like Croats or Romanians, they opt for practicality: for instance, the most popular shoe type is hiking boots (Triglav Park is calling, we get it!). Electro as well as toys / hobby take quarter each, leaving 12% for home and decor and remaining 11% for food and personal care.
In terms of goods sold, fashion, sportswear and footwear took up to 43% in 2020. Household goods (kitchen and home appliances) and home and decor came second with 37%, then groceries, personal care and cosmetics (22%), electronics (19%) and computer hardware (17%) and supplements, vitamins and pharma (16%).
There are a little over 3000 online stores in Slovenia (there are 13 000 in Slovakia with double the Slovenia’s population, for instance), so the space for growth and saturation is very flexible at this point! Leading brands are mimovrstve.com, all-round online store launched way back in 2001 with everything from phone devices to hobby products, fashion or auto-moto. In 2020, it reached 50 mil EUR revenue. The big three then consists of DIY store merkur.si (16 mil EUR) and electronic-focused bigbang.si (12.7 mil EUR). Altogether, they account for 20% of online retail revenue. From local players, shoppster.si (formerly ideo.si), lekarnar.com, enaa.com or moemax.si would be another ones to watch. Abroad giants such as Amazon, eBay, Bolha or Aliexpress are no foreign names to Slovenian customers.