The findings were provided by DPD Croatia, which is part of Geopost, the largest parcel delivery network in Europe. The 2023 study was conducted in 22 European countries with over 24,000 respondents aged 18 and older who ordered physical products online and received at least one package since January 2023.
In Croatia, 44% of all e-shoppers are regular
In Croatia, 44% of all e-shoppers are regular e-shoppers, purchasing at least one product category online every month. Croatian e-shoppers prefer free delivery and are increasingly using pickup locations, parcel lockers, and are also price-sensitive.
Women dominate in all product ordering and purchasing categories, particularly in price sensitivity, where they make up 72% of the shopper population. Most of these women are married, have lower purchasing power, and live in urban areas.
The categories with the largest growth in purchases include beauty and health products, fashion accessories and jewelry, and fresh food and beverages. The most popular categories, in line with European trends, are fashion, beauty and health, and footwear.
When shopping internationally, Croatian citizens most often order from China, Germany, and the United Kingdom, mainly due to the unavailability of certain products, brands, or websites in the local market, but also because of better offers and discounts.
The study also revealed that online shopping in Croatia is strongly linked to delivery costs, with free delivery and returns being crucial in purchasing decisions. Other important factors for shoppers include the ability to pay cash on delivery, shopping without creating a user account, and the absence of hidden fees. These are also the main reasons that deter Croatian e-shoppers.
Regarding delivery options, 83% of regular e-shoppers in Croatia prefer home delivery, though this represents a 7 percentage point drop compared to 2022.
The most significant increase has been in deliveries to parcel lockers, which have grown by 20% since 2021, as well as deliveries to alternative locations. Today, 34% of deliveries are made to out-of-home locations, such as parcel lockers and pickup points, while 48% of regular e-shoppers use more than one delivery option.
Trust in delivery services and companies is also important, with regular e-shoppers preferring those they know and trust.
Europe: Online shopping reduces stress
The research also showed that in Croatia, as in Europe, online shopping reduces stress and saves time and money compared to physical shopping. European respondents also mentioned they appreciate fast and reliable delivery, the ability to track packages, flexibility in choosing delivery time and place, and easy and free returns.
"Such consumer preferences require constant monitoring of market trends and business adaptation. In challenging economic conditions, online shopping is increasingly recognised as a way to save money, and e-shoppers are extremely price-sensitive. Key incentives for e-shopping include free delivery and returns, while transparency of delivery information is becoming increasingly important for a positive shopping experience," DPD Croatia said.