Web sales, Slovenia, 2015
The importance of web sales and advertising on the Internet for enterprises
17% of enterprises received orders or reservations via websites in Slovenia in 2015. Receipt of web orders or reservations is especially important for enterprises in accommodation activities. 21% of enterprises paid for advertising on the Internet in 2016.
Web sales are an important part of digital economy. Such sales allow enterprises to extend the market also beyond national borders. In Slovenia 40% of persons aged 16–74 years made online purchases in the last 12 months (from April 2015 to March 2016). Besides web sales, the Internet enables enterprises to targeted advertising, which is adapted to the Internet users – potential customers.
The share of enterprises with web sales the same as in the previous year
In 2015, 17% of enterprises with at least 10 persons employed sold goods or services or received orders or reservations via websites (orders received via e-mails are excluded). This share is the same as in the previous year. As regards the enterprise size (number of persons employed) 17% of small, 16% of medium-sized and 30% of large enterprises had web sales.
70% of enterprises with web sales sold to private consumers and 68% to other enterprises or public authorities. Almost all enterprises with web sales received orders from Slovenia (91%), 46% from other EU Member States and 19% from the rest of the world.
Enterprises generated 2.2% of their turnover (excluding VAT) with web sales in Slovenia in 2015. The majority of the turnover generated with web sales were web sales to other enterprises or public authorities (77%) and 23% were web sales to private consumers. Enterprises with web sales generated the majority of their turnover with web sales in Slovenia (48%), 42% with web sales to other EU Member States and 10% with web sales to the rest of the world.
The importance of web sales is increasing in accommodation activities
Web sales or receipt of reservations via their own web sites or via web sites of online booking agencies has become a part of business for the enterprises in the accommodation activities. In 2015, 84% of enterprises in this activity received reservations in this way. Enterprises in this activity generated 14.7% of their turnover (excluding VAT) via web sales, reservations. These enterprises generated half of their turnover via web reservations, orders from other EU Member States (54%); 31% from Slovenia and 14% from the rest of the world.
A fifth of the enterprises pays to advertise on the Internet
The Internet is used daily by more and more persons who are also potential customers of the enterprises. Being present on the Internet either via a website (83% of enterprises with at least 10 persons employed have a website), via a profile on social media (46% of enterprises in this population have a profile on social networks, multimedia content sharing websites or own blog or microblog) is therefore important in the digital age.
In terms of visibility and promotion of web sales or sales in stores it is also important for enterprises that they advertise on the Internet. This enables targeted advertising for specific target groups, etc. 21% of enterprises with at least 10 persons employed paid to advertise on the Internet in Slovenia in 2016, e.g. advertisements on search engines, on social media (Facebook, Google, YouTube, etc.) or on other websites. In view of their size, 21% small and medium-sized and 36% large enterprises advertised on the Internet.
As regards activities, in 2016 enterprises in service activities more often paid for advertising on the Internet (28%), while in manufacturing activities there were 15% of such enterprises.
Enterprises most often use the method of targeted advertising that is based on webpages content or on keywords searched by users (in Slovenia in 2016: 17%), the so called contextual advertising. Targeted advertisement methods that are based on tracking of users’ past activities or their profile (behaviour advertising) and base on the geolocation of Internet users (geo advertisements) followed. In Slovenia in 2016 both methods were used by 6% of enterprises with 10 persons employed. 5% of enterprises used other methods of targeted advertising on the Internet.
Table 1: Enterprises paying for advertisements on the Internet, by method of advertisement, Slovenia, 2016