Only 40% of Internet users in Croatia make on-line purchases, while the average in the EU is around 65%.
Compared to the EU average, Croatians also lag behind in terms of Internet use - 65% regularly use the Internet, while the average in the EU is 75%, it was said at the conference, organised by the Economy Ministry and the Croatian Chamber of Commerce on the occasion of World Consumer Rights Day, observed on 15 March.
Still, it is encouraging that 25% of small and medium businesses in Croatia sell their products and services on the web, which is significantly higher than the European average of 15%. Croatia is also better in terms of cross-border e-commerce, with 8.4% of such sales as against 6.5% in the EU, Assistant Economy Minister Vedran Kruzic said.
"Fear and lack of trust in Internet purchases, which primarily has to do with possible abuse of personal data or payment instruments, is one of the main reasons why Croatians buy less on-line than other Europeans," said Kruzic.
He added that Croatians most frequently buy technical equipment, clothing, footwear, cosmetics, books and children's equipment on the Internet, followed by travel deals, food and drinks.
Kruzic said the ministry wanted to increase the Internet presence of Croatian producers, retailers and service providers as well as encourage customers to make on-line purchases and increase their digital skills, which was why it had launched a campaign to reduce costs of on-line purchases, such as fees for payment with credit cards and customs and postal costs, and to introduce a safety sign for on-line sale portals.
"It is our goal to increase in 2015 the number of on-line retailers by 4%, and the potential for that is particularly great in tourism," he said.