Online purchases, 2023

About two thirds of people made online purchases

In the first quarter of 2023, 53% of 16–74-year-olds in Slovenia purchased online. 66% of those e-buyers purchased clothes, shoes or accessories. The same share paid for the goods or services purchased online with a debit or credit card, which is also the most common method of payment.

  • 2 November 2023 at 10:30
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  • Updated
  • 2 November 2023 at 11:13
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  • final data
More than three quarters of residents searched for information about goods or services on the Internet

In the first quarter of 2023, 90% (89% in 2022) of 16–74-year-olds (hereinafter: residents) used the Internet. More than three-quarters of them searched for information about goods or services over the Internet. Pupils or students and employed or self-employed (86% each) searched for these most frequently and the retired the least, 52%.

18% were selling goods or services via a website or app, e.g. via Bolha,, Facebook Marketplace. The share among men was 22% and among women 13%.

The share of residents who made at least one online purchase increased the most among the elderly

Two thirds, 66% (63% in 2022), of residents made at least one online purchase (bought or ordered a product or a service) in the 12-month period (April 2022–March 2023) before interviewing. The shares were the highest in the Obalno-kraška (73%) and Gorenjska (72%) statistical regions and the lowest in the Savinjska and Zasavska (59% each). 

The share of these e-buyers was the highest among 16–24-year-olds (84%; 82% in 2022) and the lowest among 65–74-year-olds (30%; 25% in 2022). The share among 55–64-year-olds increased the most, by 10 percentage points (to 52%).

In 2022, a fifth of enterprises with 10 or more employees and self-employed generated turnover with web sales, receiving orders for products or services, reservations via websites. They generated around EUR 3,950 million of turnover (excluding VAT) with web sales. See more in Web sales, 2022.

In the first quarter of 2023, more than half of residents purchased online

In the three months before interviewing, around 833,135 or 53% of residents made at least one online purchase (bought or ordered a product or a service; hereinafter: e-buyers). The share of e-buyers was the highest in the Obalna-kraška (63%) and Gorenjska (62%) statistical regions. Their share was the highest among 25–34-year-olds (72%) and the lowest among 65–74-year-olds (20%).

22% of e-buyers encountered issues when purchasing online (in 2021: 38%). 7% received the purchased products later than stated at the time of purchase, and in 2021 as many as a fifth of e-buyers had the same problems.

Compared to 2021, when the COVID-19 epidemic was declared, the shares of online purchases in the last 3 months and 12 months decreased by 6 and 5 percentage points, respectively.

Most frequently people made 1–2 online purchases

Most e-buyers made 1–2 online purchases (41%). 37% made 3–5 online purchases, 13% 6–10 and 9% more than 10 online purchases.

The majority bought a physical product from Slovenian online sellers

Physical goods were purchased or ordered by the majority of e-buyers (96%), which is around 801,020 residents:
  • 66% clothes (including sport clothing), shoes or accessories, (e.g. bags, jewellery)
  • 25% sports goods (excluding sport clothing)
  • 24% cosmetics, beauty or wellness products 
  • 24% furniture, home accessories (e.g. carpets or curtains) or gardening products (e.g. tools, plants) 
  • 24% medicine or dietary supplements (e.g. vitamins)
81% of e-buyers ordered or purchased physical products online from Slovenian sellers. A half (50%) of them purchased from online sellers from other EU Member States and 22% from online sellers from the rest of the world. For three out of a hundred e-buyers the country of origin of the online seller was unknown.

Streaming services ordered by more than a fifth of e-buyers

37% of e-buyers purchased digital goods or subscribed to a digital service online: 22% subscribed to film or series as a streaming service or downloads via Netflix, HBO Max, Disney+, SkyShowtime, Voyo, etc. 14% downloaded or listened to music streaming services, e.g. via iTunes, Google Play, Amazon, music, Deezer, Spotify. 9% each purchased games and computer or other software as downloads (including upgrades). 6% purchased apps related to health or fitness and the same share e-books, online-magazines or online newspapers.

The share of online purchases of services continues to increase

41% of e-buyers or around 337,890 residents ordered or purchased at least one of the services online, which is 5 percentage points more than in 2022:
  • 31% accommodation in a hotel, hostel, e.g. via web portal or website or travel agency
  • 18% plane tickets, tickets for bus or train, hired a ride (e.g. via GoOpti), taxi, car
  • 13% subscribed or extended subscription for Internet access or mobile phone services
  • 5% paid electricity, water, heating or other similar services
11% organised or ordered accommodation or transport from private individuals: 9% accommodation, e.g. room, apartment, house via Airbnb and 3% transport with a car from private individuals as co-driver, e.g. via, BlaBlaCar.

Debit or credit card most frequently used for payment when buying online

Two thirds of e-buyers paid for products or services with a debit or credit card, e.g. BA Maestro, MasterCard, Visa. Almost half (43%) of them paid for the online purchase with cash on delivery or physically by a bank transfer. The fewest (16%) paid by a bank transfer via e-banking.

Tables with the latest data on online purchases, problems with it, financial activities and mobile phone use, also by statistical regions, are available in the SiStat Database.
Additional explanations are available in the methodological explanations.

The survey is co-funded by the European Union. Views and opinions expressed are however those of the author(s) only and do not necessarily reflect those of the European Union or Eurostat. Neither the European Union nor the granting authority can be held responsible for them.

When making use of the data and information of the Statistical Office of the Republic of Slovenia, always add: "Source: SURS". More: Copyright.