Online purchases, 2025
More than half of individuals aged 16 to 74 purchased online
In the first quarter of 2025, 53% of 16–74-year-olds purchased online. 69% of e-buyers bought clothes, shoes or fashion accessories, and a quarter paid for a subscription to streaming services to watch movies or series, e.g. Netflix, Voyo. Among 75–89-year-olds, 7% purchased online.
More women searched for product safety information online
In the first quarter of 2025, 92% of individuals (in 2024: 91%) aged between 16 and 74 (hereinafter: residents) used the Internet. The same share of residents as last year (79%) searched for information about products or services on the Internet. 41% also obtained information about product safety or possible side effects, e.g. health risks, product composition; 38% of men and 45% of women.
18% of residents were selling goods or services, e.g. via a website or app, e.g. Bolha, eBay, Facebook Marketplace. Among men, the share was 23%, and among women, 13%.
The share of residents who made at least one online purchase the highest in Zasavska
More than two-thirds of residents (67%) made at least one online purchase in the 12 months (April 2024–March 2025) before interviewing, which is 1 percentage point more than last year. By age group, the share was highest among 16–24-year-olds (88%) and lowest among 65–74-year-olds (33%), which was 5 percentage points more than last year.
During this period, residents in the Zasavska statistical region (74%) had the largest share of online purchases, followed by the Osrednjeslovenska and Obalno-kraška regions (both 72%).
In 2024, enterprises generated with web sales to private consumers around EUR 1,668 million (excluding VAT). See more in the release Online sales, 2024.
More than half purchased online
At least one online purchase was made in the first quarter of 2025 by around 838,000 or 53% of the residents (hereinafter: e-buyers). There were more e-buyers among women (54%) than men (52%). The largest share of e-buyers was among 25–44-year-olds (70%) and the smallest (25%) among 65–74-year-olds. The share of e-buyers was also highest in the Zasavska statistical region (61%), followed by Obalno-kraška (60%).
More than a quarter encountered problems when purchasing online
The largest share of e-buyers made 1–2 online purchases (45%). 35% made 3–5 online purchases, 13% made 6–10 purchases and 8% more than 10 online purchases.
26% of e-buyers encountered problems when purchasing online, compared to 22% in 2023. 8% received purchased goods later than indicated and the same share could not order a product from abroad because the foreign retailer did not sell to Slovenia. 6% or 48,000 e-buyers were delivered a damaged or incorrect product or service.
Seven out of ten e-buyers purchased clothes, shoes or accessories
The majority of e-buyers, 97% or around 813,000 residents, purchased physical goods:
Almost a fifth (19%) of e-buyers ordered or purchased physical goods from private individuals, e.g. via websites such as Bolha, eBay, Facebook Marketplace; 24% among men and 15% among women.
A quarter of e-buyers paid for a subscription to streaming services to watch films or series
The same as last year, 42% of e-buyers purchased a digital product or newly subscribed or extended an already existing subscription to digital services. Among men there were almost half of such e-buyers (48%) and among women 36%.
36% of e-buyers paid for a subscription to digital services (in 2024: 34%).
By age group, the share of e-buyers who paid for a subscription to one of the digital services was the highest among 16–24-year-olds (53%), followed by 25–34-year-olds (42%), 35–44-year-olds (35%), 45–54-year-olds (34%) and 55–64-year-olds (22%) and the lowest among 65–74-year-olds (12%). The share was 39% among men and 32% among women.
Over a fifth (21%) of e-buyers purchased a digital product online – 12% computer or other software (including upgrades), 11% a video game or a virtual in-game item, and 7% an e-book or an audio book as downloads.
Almost half of e-buyers ordered or purchased services
47% of e-buyers or around 396,000 residents ordered or purchased at least one of the following services online (in 2024: 46%):
Fewer than a tenth of e-buyers among 75–89-year-olds
14% of 75–89-year-olds made at least one online purchase in the 12 months before interviewing and half as many in the last 3 months (7%). The latter (e-buyers) most frequently purchased physical goods (94%). The majority purchased clothes, shoes or accessories, e.g. handbags, jewellery (43%), or medicine or dietary supplements (34%).
Almost a quarter (24%) encountered problems when purchasing online. A tenth each encountered problems with complaints or returns of goods and received damaged or wrong products or services. 7% had difficulties using the website while ordering, e.g. due to a poorly designed website, and the same share were victims of fraud, e.g. misuse of their credit card or did not receive the ordered product or service at all.
Tables with the latest data on online purchases, usage of public authorities' websites or apps and electronic identification, also by statistical regions, are available in the SiStat Database.
In the first quarter of 2025, 92% of individuals (in 2024: 91%) aged between 16 and 74 (hereinafter: residents) used the Internet. The same share of residents as last year (79%) searched for information about products or services on the Internet. 41% also obtained information about product safety or possible side effects, e.g. health risks, product composition; 38% of men and 45% of women.
18% of residents were selling goods or services, e.g. via a website or app, e.g. Bolha, eBay, Facebook Marketplace. Among men, the share was 23%, and among women, 13%.
The share of residents who made at least one online purchase the highest in Zasavska
More than two-thirds of residents (67%) made at least one online purchase in the 12 months (April 2024–March 2025) before interviewing, which is 1 percentage point more than last year. By age group, the share was highest among 16–24-year-olds (88%) and lowest among 65–74-year-olds (33%), which was 5 percentage points more than last year.
During this period, residents in the Zasavska statistical region (74%) had the largest share of online purchases, followed by the Osrednjeslovenska and Obalno-kraška regions (both 72%).
In 2024, enterprises generated with web sales to private consumers around EUR 1,668 million (excluding VAT). See more in the release Online sales, 2024.
More than half purchased online
At least one online purchase was made in the first quarter of 2025 by around 838,000 or 53% of the residents (hereinafter: e-buyers). There were more e-buyers among women (54%) than men (52%). The largest share of e-buyers was among 25–44-year-olds (70%) and the smallest (25%) among 65–74-year-olds. The share of e-buyers was also highest in the Zasavska statistical region (61%), followed by Obalno-kraška (60%).
More than a quarter encountered problems when purchasing online
The largest share of e-buyers made 1–2 online purchases (45%). 35% made 3–5 online purchases, 13% made 6–10 purchases and 8% more than 10 online purchases.
26% of e-buyers encountered problems when purchasing online, compared to 22% in 2023. 8% received purchased goods later than indicated and the same share could not order a product from abroad because the foreign retailer did not sell to Slovenia. 6% or 48,000 e-buyers were delivered a damaged or incorrect product or service.
Seven out of ten e-buyers purchased clothes, shoes or accessories
The majority of e-buyers, 97% or around 813,000 residents, purchased physical goods:
- 69% 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),
- 27% cosmetics, beauty or wellness products,
- 24% sports goods (excluding sports clothes),
- 24% medicine or dietary supplements (e.g. vitamins).
Almost a fifth (19%) of e-buyers ordered or purchased physical goods from private individuals, e.g. via websites such as Bolha, eBay, Facebook Marketplace; 24% among men and 15% among women.
A quarter of e-buyers paid for a subscription to streaming services to watch films or series
The same as last year, 42% of e-buyers purchased a digital product or newly subscribed or extended an already existing subscription to digital services. Among men there were almost half of such e-buyers (48%) and among women 36%.
36% of e-buyers paid for a subscription to digital services (in 2024: 34%).
By age group, the share of e-buyers who paid for a subscription to one of the digital services was the highest among 16–24-year-olds (53%), followed by 25–34-year-olds (42%), 35–44-year-olds (35%), 45–54-year-olds (34%) and 55–64-year-olds (22%) and the lowest among 65–74-year-olds (12%). The share was 39% among men and 32% among women.
Over a fifth (21%) of e-buyers purchased a digital product online – 12% computer or other software (including upgrades), 11% a video game or a virtual in-game item, and 7% an e-book or an audio book as downloads.
Almost half of e-buyers ordered or purchased services
47% of e-buyers or around 396,000 residents ordered or purchased at least one of the following services online (in 2024: 46%):
- 35% purchased a ticket for cultural or other events, e.g. cinema, concerts, fairs,
- 14% subscribed or extended a subscription for Internet access or mobile phone services,
- 12% purchased a ticket for a sports event,
- 4% subscribed or extended a subscription to electricity, water or heating supply or waste disposal or other similar services.
Fewer than a tenth of e-buyers among 75–89-year-olds
14% of 75–89-year-olds made at least one online purchase in the 12 months before interviewing and half as many in the last 3 months (7%). The latter (e-buyers) most frequently purchased physical goods (94%). The majority purchased clothes, shoes or accessories, e.g. handbags, jewellery (43%), or medicine or dietary supplements (34%).
Almost a quarter (24%) encountered problems when purchasing online. A tenth each encountered problems with complaints or returns of goods and received damaged or wrong products or services. 7% had difficulties using the website while ordering, e.g. due to a poorly designed website, and the same share were victims of fraud, e.g. misuse of their credit card or did not receive the ordered product or service at all.
Tables with the latest data on online purchases, usage of public authorities' websites or apps and electronic identification, 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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