Online purchases, Slovenia, 2019
56% of the 16–74-year-olds purchased online
56% of individuals aged 16–74 purchased online in the last 12-month period. 76% of these e-buyers saved time due to online purchasing, 74% did not encounter any problem when buying online.
In the first quarter of 2019, 84% of individuals aged 16–74 used the Internet in the period of 12 months (before interviewing) (81% in 2018). 70% of 16–74-year-olds found information about goods or services and 18% sold goods or provided services over the Internet. With the increased Internet usage, the share of individuals purchasing or ordering online goods or services is also increasing. Enterprises are adapting to the changes in shopping habits of individuals. In 2018, 21% of enterprises with at least 10 persons employed generated part of their turnover with sales over websites.
Online purchases are increasing in all age groups
56% of individuals aged 16–74 purchased online (bought or ordered a product or a service) in the period of 12 months (from April 2018 to March 2019) (51% in 2018). 56% of men and 55% of women (aged 16–74) purchased online. The share of e-buyers increased in all age groups. There were 78% of e-buyers among 25–34-year-olds, followed by 16–24-year-olds (77%), 35–44-year-olds (71%), 45–54-year-olds (56%), 55–64-year-olds (35%) and 65–74-year-olds (18%).
21% of individuals aged 16–74 have never bought or ordered online yet.
Saving time and money are important motives for online shopping
Online shopping makes shopping possible regardless of time or location. More than three quarters of e-buyers that purchased online in the 12-month period stated that they saved time due to online shopping (76%). 63% of them saved money with online shopping, 37% of them were able to purchase goods or services that were not available in Slovenia. 21% of them stated that they made less irrelevant purchases due to online shopping. 5% of e-buyers purchased online goods or services that they would not purchase in a physical store for various reasons, e.g. intimate goods, alcohol, medicine.
29% of e-buyers stated that information about goods or services available on the Internet helped them make the decision to buy online.
The purchases of clothes, sports goods or shoes and the organisation of the accommodation, transport predominated among online purchases
As in the previous years, the e-buyers aged 16–74 most often purchased online clothes, sport goods or shoes (43%) (46% in 2018). 37% of them purchased household goods, e.g. household appliances, furniture, etc. (35% in 2018), 25% tickets for various events online (e.g. for concerts, movies) (23% in 2018), 22% food or groceries (21% in 2018), 19% electronic equipment (13% in 2018), 17% computer hardware (15% in 2018) and 16% medicine, food supplements, e.g. vitamins, which is the same as in the previous year.
42% of e-buyers organised accommodation or transport over the Internet from private individuals or legal entities: 31% of them booked or arranged holiday accommodation, e.g. in hotels, apartments, rooms, and 24% of them purchased plane tickets, hired or arranged transport (e.g. rent a car, organised transport via GoOpti, prevoz.org).
Online purchases of computer or video games, software, mobile applications dominated among purchased digital goods
14% of e-buyers downloaded or accessed from websites in the period of 12 months the following digital goods: movies, music, e-books, e-magazines, e-newspapers, computer software.
12% of e-buyers purchased computer or video games, software or mobile applications for smartphones or tablet computers; of these 80% downloaded purchased goods or accessed them from websites. 11% of e-buyers purchased books, magazines, newspapers in paper or digital form; of these 31% downloaded purchased goods or accessed them from websites. 5% of them purchased movies or music: of these 87% downloaded or accessed movies or music from websites over the Internet.
The share of e-buyers who purchased from online sellers from abroad is increasing
In the 12-month period, the majority of e-buyers made purchases from online sellers in Slovenia, namely 74%, (76% in 2018). In comparison with the previous year, higher shares of e-buyers made purchases from online sellers in other EU Member States (45%; 43% in 2018) and from sellers from the rest of the world (32%; 31% in 2018). To 4% of e-buyers the country of origin of the online seller was unknown.
Almost three quarters of e-buyers did not encounter any problems when buying or ordering online
The Internet provides many opportunities, but at the same time it exposes the users to new dangers. E-buyers in the period of 12 months most often encountered the problem that the foreign retailer did not receive orders from Slovenia (10%). 9% of them stated that the speed of delivery was slower than indicated, 6% encountered technical failure of website during ordering or payment, 5% confronted difficulties in finding information concerning guarantees and other legal rights, and the same share of e-buyers received wrong or damaged goods. 3% of e-buyers stated that the costs were higher than indicated (e.g. higher delivery costs, unexpected transaction fees) and 2% stated that complaints and redress were difficult or they received no satisfactory response after having sent a complaint. 1% of e-buyers encountered fraud (e.g. no goods/services received at all, misuse of credit card details) (around 10,360 e-buyers).
74% of e-buyers aged 16–74 in the period of 12 months did not encounter any problems when buying or ordering online.
The popularity of personal shopping is the most common reason that individuals did not purchase online
34% of individuals aged 16–74 that used the Internet in the period of 12 months (there were 84% of all individuals aged 16–74) did not purchase online. These individuals most often stated as a reason that they preferred to shop in person, that they like to see the product, are loyal to shops, force of habit (70%). 18% of them answered that they have payment security or privacy concerns (e.g. giving credit card details or personal details over the Internet) and 17% answered that someone else purchased something online for them. 12% of them lacked skills or knowledge (e.g. did not know how to use website or use was too complicated), 10% did not have a payment card allowing to pay over the internet, 7% had concerns about receiving or returning goods, complaint, 4% stated that the delivery of goods ordered over the internet would be a problem or logistically difficult and 1% stated that the foreign retailer did not receive orders from Slovenia.
The survey was partly funded in the framework of the technical support activities (studies, evaluations and other bases, analyses, strategic programming documents) under the Operational Program for the Implementation of the EU Cohesion Policy in the 2014–2020 period for the goal of investments in growth and jobs, which is co-funded by the European Union Cohesion Fund and the Republic of Slovenia.