Slovenia flag Slovenia: Buying and Selling

E-commerce in Slovenia


Internet access
At the end of 2017, Slovenia had a population of 2.08 million people, out of which 1.66 million were internet users, making the penetration rate 79.9%. The telecommunications network is extremely developed in Slovenia. The country is highly connected, with easy internet access and strong coverage throughout all areas. Slovenia ranks 26th out of 79 countries in the 2018 Global Connectivity Index due to competitive pricing in broadband services and investments in big data and mobile broadband. According to the Statistical Office of the Republic of Slovenia, 79% of Slovenians aged between 16 and 74 used the internet in the first quarter of 2017, while only 18% of people in that age group had never used it. The Statistical Office also states that 97% of people aged between 16 and 74 used mobile phones during that same period. Out of those people, 73% used smartphones. As of July 2018, the most popular browser in the country by market share was Chrome (64.37%), followed by Firefox (12.86%), Safari (8.94%), Internet Explorer (6.01%), Edge (2.56%) and Samsung Internet (2.54%). As for search engines, Google (96.7%) dominates Slovenia's market, followed by Bing (2.08%) and Yahoo (0.67%).
E-commerce market
E-commerce revenue in Slovenia reached US$ 336 million in 2018 and is expected to reach US$ 475 million by 2022, at an estimated annual growth rate of 9.1% (Statista). According to Euromonitor International, internet retailing in Slovenia continued to grow in popularity in 2017, with popular products including apparel and footwear, consumer electronics, appliances, media products, personal accessories and beauty and personal care products. Grocery stores are opening online stores to reduce overhead costs. Another Euromonitor International report notes that most modern grocery retailers offered Android and iOS apps to create shopping lists and promotions. According to the Statistical Office of the Republic of Slovenia, 46% of Slovenians aged between 16 and 74 (around 703,080 people) made purchases online in 2017, out of which 50% bought clothes, sporting goods or shoes. Most online shoppers were between 16 and 34 years old, as 70% of people in that age group made online purchases in 2017. On the other hand, only 11% of Slovenians aged between 64 and 74 shopped online during that same period. Online shopping is popular among men and women, as 47% of online buyers are females and 45% are male. Slovenians prefer shopping from local websites, given that 77% of purchases in 2017 were made from online sellers in Slovenia. Additionally, 48% of e-buyers purchased from other EU countries, and 28% bought products from the rest of the world. Most purchases were made via desktop (89%), while 4% of shoppers preferred to buy using smartphones, and 3% did it using tablets. As for the preferred payment methods, prepaid cards are popular in the country, accounting for 63% of purchases. Other popular payment options include mobile (17%), credit cards (10%), and e-wallets (9%). Mimovrste doo maintained its place as the internet retailing leader in value terms. Some popular e-stores include,,,, Amazon, eBay, and Ali Express.

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Latest Update: May 2024