Online purchases, Slovenia, 2021

Goods most frequently purchased online in Slovenia are clothes and shoes

In the first quarter of 2021, 59% of 16–74-year-olds purchased online. Most e-buyers (40%) made 1–2 online purchases and most of them (30%) made online purchases in the value from EUR 100 to EUR 299. 62% of e-buyers did not encounter any problems when buying or ordering online.

  • 4 November 2021 at 10:30
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  • Updated
  • 18 November 2021 at 11:26
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  • final data
Among 16–74-year-olds, 89% used the Internet regularly in the first quarter of 2021 (87% in 2020). Three-quarters of them searched for information about goods or services over the Internet and 18% were selling goods or services via a website or app, e.g. via Bolha, eBay, Facebook Marketplace. The COVID-19 epidemic has accelerated online shopping. At the time of the adoption of the restrictive measures, online sales became crucial for companies in certain economic activities. In 2020, 24% of enterprises with at least 10 employees and self-employed were generating turnover with web sales.

In a 12-month period more than two thirds of 16–74-year-olds purchased online

71% of individuals aged 16–74 years made at least one online purchase (bought or ordered a product or a service) in a 12-month period before interviewing (63% in 2020).

The share of e-buyers increased in the majority of age groups. It increased the most among 65–74-year-olds (to 37%; 22% in 2020) and the least among 16–24-year-olds (to 87%; 84% in 2020). There were 86% of e-buyers among 25–34-year-olds (88% in 2020), 90% among 35–44-year-olds (80% in 2020), 77% among 45–54-year-olds (64% in 2020) and 53% among 55–64-year-olds (40% in 2020).

More than half of 16–74-year-olds purchased online in the 3 months before the interview

In the 3 months before the interview, around 922,700 individuals (59%) made at least one online purchase (bought or ordered a product or a service). The share of e-buyers increased in all age groups. During this period, most of them were among 35–44-year-olds (78%; 69% in 2020) and the fewest among 65–74-year-olds (25%; 16% in 2020).

Clothes were the most frequently purchased goods online, the number of individuals who ordered food delivery online increased by 149%

More than half of 16–74-year-olds purchased or ordered physical products online in the 3-month period (58%; 50% in 2020). Most of them (39%) purchased clothes (including sport clothing), shoes or accessories, (e.g. bags, jewellery) (25% in 2020), followed by 18% who purchased home accessories (e.g. carpets or curtains) or gardening products (e.g. tools, plants) (9% in 2020). 16% each purchased or ordered sports goods (excluding sport clothing) (9% in 2020), medicine or dietary supplements (e.g. vitamins) (11% in 2020) and deliveries from restaurants, fast-food chains, catering services (6% in 2020).

More than half of e-buyers purchased physical products from online sellers from other EU Member States

89% of e-buyers that ordered or purchased physical products online in the 3-months period purchased them from online sellers from Slovenia (87% in 2020). More than half (51%) of them purchased from online sellers from other EU Member States (43% in 2020) and 30% from online sellers from the rest of the world (28% in 2020). For three out of a hundred e-buyers of physical products the country of origin of the online seller was unknown (2% in 2020).

As in 2020, the same percentage (28%) of e-buyers of physical products ordered or bought them from private individuals, e.g. via websites such as Bolha,, eBay, Facebook Marketplace.

The number of persons who purchase streaming services is increasing

In the 3 months before the interview, 23% of 16–74-year-olds purchased digital products or services online (20% in 2020). 13% subscribed to film or series as a streaming service or downloads (e.g. Netflix, HBO GO, Voyo) (8% in 2020), 7% purchased computer or other software as downloads including upgrades and the same percentage purchased music (e.g. iTunes, Google Play, Amazon Music) and also 7% games (for smartphones, tablets, computers or consoles) as downloads or they played them online. 5% purchased e-books, online-magazines or online-newspapers and 4% apps related to health or fitness.

A fifth of e-buyers encountered slower speed of delivery than indicated, almost two thirds did not encounter any problems when purchasing online

During the COVID-19 epidemic, the volume of online sales of products increased, which further burdened delivery services. E-buyers in the period of 3 months most often encountered the problem that the speed of delivery was slower than indicated (20%). 14% of them stated that the foreign retailer did not accept orders from Slovenia, 9% encountered difficulties when using the website or that the website was functioning poorly, 6% received wrong or damaged goods, 5% confronted difficulties in finding information concerning guarantees and other legal rights, 3% 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 (around 12,930) encountered fraud (e.g. no goods/services received at all, misuse of credit card details) and 3% had other problems.
62% of e-buyers did not encounter any problems when buying or ordering online.

The popularity of personal shopping, loyalty to shops and force of habit are the most common reasons that individuals did not purchase online

There were 89% regular internet users (around 1,395,685) and 34% of them did not purchase online in the 3-month period. These individuals most frequently 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 (61%). 38% stated that they did not have the need to buy online, 18% had concerns about the payment security or privacy (e.g. giving credit card details or personal details over the Internet) and 10% had concerns about receiving or returning goods, complaints. 8% of them had difficulties when ordering online (e.g. did not know how to use website or use was too complicated), 7% had concerns about the cost of delivery of goods and 4% had concerns about reliability or speed of delivery. 2% did not purchase online because the foreign retailer did not accept orders from Slovenia.

The surveys is co-financed by the European Commission. However, the European Commission accepts no responsibility or liability whatsoever with regard to the material published in this document.

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