In recent years, the Croatian eCommerce market’s value reached $1.2 billion, with a strong annual growth rate of 9-10% expected through 2027. This remarkable growth reflects not just a shift in consumer behavior but also a strong ecosystem of retailers, payment solutions, and innovative advertising strategies.

Since Croatia joined the European Union in 2013, its eCommerce market has been on a steady upward trajectory. The COVID-19 pandemic served as a catalyst, accelerating adoption as retailers invested in digital platforms and consumers became accustomed to online shopping.

What’s the eCommerce Picture in Croatia? 

The Croatian eCommerce landscape continues to thrive, driven by technological advancements and evolving consumer behavior:

• User Base and Spending: By 2023, 2.9 million Croatians are eCommerce users, with a penetration rate of 64.5% and an average revenue per user (ARPU) of $509. These figures highlight significant growth potential as penetration is projected to reach 69% by 2027.
• What’s Trending? : Popular categories include media, electronics, clothing, and food. 40% of shoppers order internationally, leveraging the EU’s Digital Single Market Strategy, which simplifies cross-border trade and standardizes payment systems.
• Mobile Dominance: Smartphones are the leading device for online shopping, with 98% of young Croatians accessing the internet via mobile phones and that’s where they shop mostly.
• Payment Landscape: While credit card use remains relatively low at 21%, platforms like WSpay, T-Com, and CorVus dominate the payment gateway market. Additionally, smartphone payment apps issued by local banks are steadily gaining traction among consumers.

The market’s growth is further supported by strong local platforms like eKupi, Konzum, and Emmezeta, which compete alongside global giants such as Amazon, eBay, and AliExpress.

Changes Driving the Market Forward

Croatian retailers are embracing new technologies and business models to stay competitive:

• Payments revolutionized: Platforms like WSpay, T-Com, and CorVus dominate, while smartphone-based payment apps are increasingly popular. Solutions like Nikulipe facilitate seamless cross-border payments, catering to the growing number of international shoppers.
• Advertising Trends: Native advertising and social media platforms such as Facebook, Instagram, and TikTok are pivotal for customer engagement. About 80% of online retailers actively use Facebook for advertising.
• SME Growth: According to the DESI report, 30% of Croatian SMEs sell online, surpassing the EU average of 18%. Among these, 13% engage in cross-border trade, showcasing their international reach.

Looking to еxpand in Croatia? The Balkan eCommerce Summit 2025 is your shortcut to new opportunities in this market!For Croatian businesses aiming to capitalize on the booming international eCommerce market, the Balkan eCommerce Summit 2025 is an unmissable event. Taking place on April 29-30, 2025 in Sofia, Bulgaria, the event promises to be a game-changer for your business. Founded by Nikola Ilchev, its purpose is to bring together industry leaders, professionals, and experts from across the region, the summit provides a platform for:

• Networking Opportunities: On day 1 you get to connect with 200+ key exhibitors in the Balkan eCommerce ecosystem at the massive exposition, including partners specializing in logistics, payment solutions, and many more. This is your opportunity to meet all the collaborators you need to expand and optimize your business operations.
• Insights and Strategies: Featured speakers include renowned leaders such as Jeff Hoffman, a successful entrepreneur and leader; Martin Greif, an expert in conversion optimization; Pascal Brochier, a veteran in international business development; Ahmed Hassan, a digital transformation strategist; and David Henzel, a thought leader in leadership and business growth. Their insights will provide actionable strategies for navigating the region’s unique challenges.

As Croatia seeks to solidify its position as a regional leader, the Balkan eCommerce Summit 2025 offers a unique opportunity to explore cutting-edge technologies and business models, giving you all the tools you need for success. Your competitors are going to be there, will you? Secure your tickets NOW and join the leaders driving the future of eCommerce in Croatia and beyond.

The Future is Bright But Actions Need To Be Taken.

The future of Croatia’s eCommerce market is filled with potential, backed by a strong foundation in consumer trust, EU integration, and mobile-driven innovation. By tackling current challenges – from payment infrastructure to cross-border logistics – and taking advantage of platforms like the Balkan eCommerce Summit 2025, businesses can gain the insights and partnerships they need to transform Croatia into a true digital powerhouse. This is your chance to develop, adapt, and not just thrive locally, but set your mark on the regional and global stage.

The digital transformation has begun. The question is: Are you ready to be part of it?