Online purchases, 2022
Saving time and money are the main motives for online purchases
In the first quarter of 2022, half of 16–74-year-olds in Slovenia purchased online. Most of these e-buyers made 1–5 online purchases (76%). The estimated value of an individual purchase was most frequently from EUR 100 to EUR 299 (31%). They mostly purchased clothes, shoes or accessories.
Almost nine tenths of residents used the Internet
In the first quarter of 2022, 89% of 16–74-year-olds (hereinafter: residents) used the Internet. 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 share of residents with at least one online purchase the highest in Gorenjska
63% of residents made at least one online purchase (bought or ordered a product or a service) in a 12-month period (April 2021–March 2022) before interviewing; their share was the highest in the Gorenjska statistical region (72%) and the lowest in the Koroška statistical region (55%). The share of these e-buyers was the highest among 25–34-year-olds (86%) and the lowest among 65–74-year-olds (25%).
In 2021, 22% of enterprises with 10 or more employees and self-employed generated turnover with web sales, receiving orders for products or services, reservations via websites. They generated around EUR 1,390 million of turnover (excluding VAT) with web sales to private consumers. See more in Web sales, 2021.
In the first quarter of 2022, half of residents purchased online
In the three months before the interview, around 783,710 or 50% of residents made at least one online purchase (bought or ordered a product or a service; hereinafter: e-buyers). Again, the share of e-buyers was the highest in the Gorenjska statistical region.
More than half of e-buyers saved money when shopping online
Motives for online shopping can be different. 82% of e-buyers stated that they saved time due to online shopping, 56% of them saved money, 35% of them were able to purchase goods or services that were not available in Slovenia and 25% of them stated that they made fewer 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.
32% of e-buyers stated that information about goods or services available on the Internet helped them make the decision to buy online. Their share was the highest among 55–64-year-olds and 65–74-year-olds (36% each).
The purchases of clothes, shoes or accessories predominated among online purchases
Almost half of residents (48%) purchased or ordered physical products online in the first quarter of 2022. The largest share of them (33%) purchased clothes (including sport clothing), shoes or accessories, (e.g. bags, jewellery), followed by 13% each who purchased or ordered sports goods (excluding sport clothing) and cosmetics, beauty or wellness products. 12% of them purchased medicine or dietary supplements (e.g. vitamins), 11% deliveries from restaurants, fast-food chains, catering services and 10% home accessories (e.g. carpets or curtains) or gardening products (e.g. tools, plants).
A tenth made more than ten online purchases
38% of e-buyers made 1–2 online purchases and the same percentage made 3–5 online purchases. 14% made 6–10 online purchases and 10% more than 10 online purchases.
Almost half of e-buyers purchased physical products from online sellers from other EU Member States
82% of e-buyers ordered or purchased physical products online from Slovenian sellers. Almost a half (47%) of them purchased from online sellers from other EU Member States and 19% from online sellers from the rest of the world. For three out of a hundred e-buyers of physical products, the country of origin of the online seller was unknown.
23% of e-buyers ordered or bought physical products from private individuals, e.g. via websites such as Bolha, prodajko.si, eBay, Facebook Marketplace.
The share of online purchases of services is increasing
18% of residents ordered or purchased online at least one of the services (14% in 2021). 17% organised accommodation services over the Internet: 15% in a hotel, hostel (e.g. via web portal or website) or travel agency and 4% from private individuals (e.g. room, apartment, house, cottage via web platform Airbnb). 11% purchased online tickets for cultural or other events (e.g. cinema, concerts, fairs) and 4% for sports events. 7% purchased plane tickets, tickets for bus or train, hired a ride (e.g. via GoOpti), taxi, car and 1% organised transport with a car from private individuals as co-driver (e.g. via prevoz.org, BlaBlacar). 6% subscribed or extended subscription for Internet access or mobile phone services.
Almost a fifth purchased online digital products or services
29% of residents used video content on demand (e.g. movies or series) from commercial services, e.g. Netflix, Voyo, HBO Max in the first quarter of 2022. 10% subscribed to film or series as a streaming service or downloads via aforementioned platforms.
16% downloaded music from the Internet, e.g. via YouTube, SoundCloud. 6% purchased music online (e.g. iTunes, Google Play, Amazon Music, Deezer, Spotify).
A fifth (20%) played or downloaded games over the Internet. Such games were purchased by 4% of residents.
5% purchased computer or other software as downloads including upgrades, 4% apps related to health or fitness and 3% e-books, online-magazines or online newspapers.
One of the mentioned digital products or services was purchased or ordered by 18% of residents.
Tables with the latest data on e-purchases and motives for e-purchases, for the first time also by statistical regions, are available in the SiStat Database.
In the first quarter of 2022, 89% of 16–74-year-olds (hereinafter: residents) used the Internet. 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 share of residents with at least one online purchase the highest in Gorenjska
63% of residents made at least one online purchase (bought or ordered a product or a service) in a 12-month period (April 2021–March 2022) before interviewing; their share was the highest in the Gorenjska statistical region (72%) and the lowest in the Koroška statistical region (55%). The share of these e-buyers was the highest among 25–34-year-olds (86%) and the lowest among 65–74-year-olds (25%).
In 2021, 22% of enterprises with 10 or more employees and self-employed generated turnover with web sales, receiving orders for products or services, reservations via websites. They generated around EUR 1,390 million of turnover (excluding VAT) with web sales to private consumers. See more in Web sales, 2021.
In the first quarter of 2022, half of residents purchased online
In the three months before the interview, around 783,710 or 50% of residents made at least one online purchase (bought or ordered a product or a service; hereinafter: e-buyers). Again, the share of e-buyers was the highest in the Gorenjska statistical region.
More than half of e-buyers saved money when shopping online
Motives for online shopping can be different. 82% of e-buyers stated that they saved time due to online shopping, 56% of them saved money, 35% of them were able to purchase goods or services that were not available in Slovenia and 25% of them stated that they made fewer 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.
32% of e-buyers stated that information about goods or services available on the Internet helped them make the decision to buy online. Their share was the highest among 55–64-year-olds and 65–74-year-olds (36% each).
The purchases of clothes, shoes or accessories predominated among online purchases
Almost half of residents (48%) purchased or ordered physical products online in the first quarter of 2022. The largest share of them (33%) purchased clothes (including sport clothing), shoes or accessories, (e.g. bags, jewellery), followed by 13% each who purchased or ordered sports goods (excluding sport clothing) and cosmetics, beauty or wellness products. 12% of them purchased medicine or dietary supplements (e.g. vitamins), 11% deliveries from restaurants, fast-food chains, catering services and 10% home accessories (e.g. carpets or curtains) or gardening products (e.g. tools, plants).
A tenth made more than ten online purchases
38% of e-buyers made 1–2 online purchases and the same percentage made 3–5 online purchases. 14% made 6–10 online purchases and 10% more than 10 online purchases.
Almost half of e-buyers purchased physical products from online sellers from other EU Member States
82% of e-buyers ordered or purchased physical products online from Slovenian sellers. Almost a half (47%) of them purchased from online sellers from other EU Member States and 19% from online sellers from the rest of the world. For three out of a hundred e-buyers of physical products, the country of origin of the online seller was unknown.
23% of e-buyers ordered or bought physical products from private individuals, e.g. via websites such as Bolha, prodajko.si, eBay, Facebook Marketplace.
The share of online purchases of services is increasing
18% of residents ordered or purchased online at least one of the services (14% in 2021). 17% organised accommodation services over the Internet: 15% in a hotel, hostel (e.g. via web portal or website) or travel agency and 4% from private individuals (e.g. room, apartment, house, cottage via web platform Airbnb). 11% purchased online tickets for cultural or other events (e.g. cinema, concerts, fairs) and 4% for sports events. 7% purchased plane tickets, tickets for bus or train, hired a ride (e.g. via GoOpti), taxi, car and 1% organised transport with a car from private individuals as co-driver (e.g. via prevoz.org, BlaBlacar). 6% subscribed or extended subscription for Internet access or mobile phone services.
Almost a fifth purchased online digital products or services
29% of residents used video content on demand (e.g. movies or series) from commercial services, e.g. Netflix, Voyo, HBO Max in the first quarter of 2022. 10% subscribed to film or series as a streaming service or downloads via aforementioned platforms.
16% downloaded music from the Internet, e.g. via YouTube, SoundCloud. 6% purchased music online (e.g. iTunes, Google Play, Amazon Music, Deezer, Spotify).
A fifth (20%) played or downloaded games over the Internet. Such games were purchased by 4% of residents.
5% purchased computer or other software as downloads including upgrades, 4% apps related to health or fitness and 3% e-books, online-magazines or online newspapers.
One of the mentioned digital products or services was purchased or ordered by 18% of residents.
Tables with the latest data on e-purchases and motives for e-purchases, for the first time also by statistical regions, are available in the SiStat Database.
METHODOLOGICAL NOTE
The survey 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.
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