Online purchases, 2024
Goods most frequently purchased online in Slovenia are clothes, shoes or accessories
In the first quarter of 2024, 54% of 16–74-year-olds in Slovenia purchased online. Two-thirds of e-buyers purchased clothes, shoes or accessories and a third subscribed or renewed the subscription to digital services. 22% bought a digital product, e.g. video games, software as downloads.
Almost a fifth of the residents used the Internet to sell products or offer services
In the first quarter of 2024, 91% (90% in 2023) of 16–74-year-olds (hereinafter: residents) used the Internet. More than three-quarters of them (79%; 77% in 2023) searched for information about goods or services over the Internet. Almost a fifth (19%; 18% in 2023) were selling goods or services via a website or app, e.g. via Bolha, e-Bay.com, Facebook Marketplace.
The share of residents with at least one online purchase the highest in Osrednjeslovenska
At least one online purchase in the 12-month period (April 2023–March 2024) before interviewing was made by 66% of residents, which is the same as last year. The share was the highest in the Osrednjeslovenska statistical region (73%), followed by Obalno-kraška (71%) and Goriška (69%). By age group, the share was the highest among 25–44-year-olds (85%) and the lowest among 65–74-year-olds (28%).
In 2023, 22% of enterprises with at least 10 employees and self-employed generated turnover with web sales of products or services or by accepting orders or reservations online and thus generated 3.8% of the value of the total generated turnover (excluding VAT). More about this in the release Web sales, 2023.
More than half purchased online
Around 850,000 or 54% of the residents aged 16–74 (hereinafter: e-buyers) made at least one online purchase in the first quarter of 2024, which is one percentage point more than last year. The share of e-buyers was the largest in the Osrednjeslovenska statistical region (61%), followed by Obalno-kraška (58%). It was the highest among e-buyers aged 25–44 (73%) and the lowest among 65–74-year-olds (19%).
Clothes, shoes or accessories purchased by more than two-thirds of e-buyers
The majority of e-buyers, 97% or around 820,000 residents, purchased physical goods:
42% of e-buyers purchased a digital product or newly subscribed or extended an already existing subscription to digital services. More than a third of e-buyers (34%) had the latter. They had subscriptions to:
A digital product purchased by more than a fifth of e-buyers
22% of e-buyers purchased a digital product online – 11% each a video game or virtual in-game items in a video game and computer or other software as downloads (including upgrades) and 7% an e-book or audio book as downloads.
The share of online purchases of services continues to increase
46% of e-buyers or around 388,000 residents ordered or purchased at least one of the following services online, 5 percentage points more than a year earlier:
Financial activities carried out by a fifth of the residents
In the 1st quarter, one of the financial activities was carried out via the Internet by 19% of the residents aged 16–74 (in 2023: 15%). 17% purchased or renewed an insurance policy via the Internet, e.g. car insurance, product insurance when purchasing online, insurance when buying a plane ticket or travel insurance, 3% bought or sold shares, bonds, units in funds or made other financial assets, and 2% took out a loan, mortgage or arranged credit from banks or other financial providers online.
Financial activities were carried out by more men (57%) than women (43%). There was an even greater difference when buying or selling shares, bonds, units in funds or other financial assets, where 77% of the 44,025 residents were men and 23% were women.
Tables with the latest data on online purchases and usage of public authorities' websites or apps, also by statistical regions, are available in the SiStat Database.
In the first quarter of 2024, 91% (90% in 2023) of 16–74-year-olds (hereinafter: residents) used the Internet. More than three-quarters of them (79%; 77% in 2023) searched for information about goods or services over the Internet. Almost a fifth (19%; 18% in 2023) were selling goods or services via a website or app, e.g. via Bolha, e-Bay.com, Facebook Marketplace.
The share of residents with at least one online purchase the highest in Osrednjeslovenska
At least one online purchase in the 12-month period (April 2023–March 2024) before interviewing was made by 66% of residents, which is the same as last year. The share was the highest in the Osrednjeslovenska statistical region (73%), followed by Obalno-kraška (71%) and Goriška (69%). By age group, the share was the highest among 25–44-year-olds (85%) and the lowest among 65–74-year-olds (28%).
In 2023, 22% of enterprises with at least 10 employees and self-employed generated turnover with web sales of products or services or by accepting orders or reservations online and thus generated 3.8% of the value of the total generated turnover (excluding VAT). More about this in the release Web sales, 2023.
More than half purchased online
Around 850,000 or 54% of the residents aged 16–74 (hereinafter: e-buyers) made at least one online purchase in the first quarter of 2024, which is one percentage point more than last year. The share of e-buyers was the largest in the Osrednjeslovenska statistical region (61%), followed by Obalno-kraška (58%). It was the highest among e-buyers aged 25–44 (73%) and the lowest among 65–74-year-olds (19%).
Clothes, shoes or accessories purchased by more than two-thirds of e-buyers
The majority of e-buyers, 97% or around 820,000 residents, purchased physical goods:
- 67% clothes (including sport clothes), shoes or accessories (e.g. bags, jewellery),
- 28% furniture, home accessories (e.g. carpet, curtains) or gardening products (e.g. tools, plants),
- 26% sports goods (excluding sports clothes),
- 25% cosmetics, beauty or wellness products,
- 25% medicine or dietary supplements (e.g. vitamins).
42% of e-buyers purchased a digital product or newly subscribed or extended an already existing subscription to digital services. More than a third of e-buyers (34%) had the latter. They had subscriptions to:
- films or series streaming service or as downloads, e.g. Netflix, Disney+, SkyShowtime or Voyo – 23%,
- music streaming service or as downloads, e.g. iTunes, Amazon Music, Deezer, Spotify – 14%,
- gaming streaming services, e.g. GeForce Now, Xbox Game Pass, Playstation Plus, Boosteroid – 5%,
- other apps, e.g. related to learning languages, travelling, weather – 5%,
- apps related to health or fitness – 4%,
- online news sites, online newspapers (e-papers) or online magazines – 2%.
A digital product purchased by more than a fifth of e-buyers
22% of e-buyers purchased a digital product online – 11% each a video game or virtual in-game items in a video game and computer or other software as downloads (including upgrades) and 7% an e-book or audio book as downloads.
The share of online purchases of services continues to increase
46% of e-buyers or around 388,000 residents ordered or purchased at least one of the following services online, 5 percentage points more than a year earlier:
- 34% purchased a ticket for cultural or other events, e.g. cinema, concerts, fairs,
- 14% purchased a ticket for a sports events,
- 12% subscribed or extended a subscription for Internet access or mobile phone services,
- 3% subscribed or extended a subscription to electricity, water or heating supply or waste disposal or other similar services.
Financial activities carried out by a fifth of the residents
In the 1st quarter, one of the financial activities was carried out via the Internet by 19% of the residents aged 16–74 (in 2023: 15%). 17% purchased or renewed an insurance policy via the Internet, e.g. car insurance, product insurance when purchasing online, insurance when buying a plane ticket or travel insurance, 3% bought or sold shares, bonds, units in funds or made other financial assets, and 2% took out a loan, mortgage or arranged credit from banks or other financial providers online.
Financial activities were carried out by more men (57%) than women (43%). There was an even greater difference when buying or selling shares, bonds, units in funds or other financial assets, where 77% of the 44,025 residents were men and 23% were women.
Tables with the latest data on online purchases and usage of public authorities' websites or apps, also by statistical regions, are available in the SiStat Database.
METHODOLOGICAL NOTE
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.
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.
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