Slovenia Ecommerce Worth US$696 Million in 2025

slovenia ecommerce

Insights into the growth of Slovenia ecommerce profiling payment methods, target audiences, marketing, social media, economy and logistics


Slovenia is home to 2 million people with a total GDP of US$54 billion. GDP per capita is currently US$28,103 and expected to reach US$36,521 by 2026. Slovenia is ranked as the 40th richest country by the World Bank GDP per capita rankings.

See more exciting markets in the Baltics such as LatviaEstonia and Lithuania.

Digital User Insights

There are currently 1.1 million ecommerce users in Slovenia. The average user spends US$502 online, which will grow to US$590 by 2025.

Product Categories

Total ecommerce revenue across all product categories is US$560 million, expected to reach US$696 million by 2025. Fashion is currently the leading product category, accounting for US$171 million market share. Toys, Hobby, and DIY is second, accounting for US$132 million.

By 2025, Fashion will still lead, valued at US$217 million. Toys, Hobby, and DIY will also grow, reaching US$151 million. 


In 2016, Slovenia was ranked 35th in the World Bank Logistics ranking. 55% of Slovenia’s population reside in urban areas.

Preferred Online Payments

63% of shoppers used prepaid cards when shopping online, and a further 17% used mobile. Credit cards were also used online accounting for 10% of purchases.

Where does Slovenia buy from?

Slovenia imports from Germany (US$5.87 billion), Italy (US$5.16 billion), Austria (US$3.57 billion), Switzerland (US$3.46 billion), and China (US$2.85 billion).

Internet and Device Usage

Internet penetration in Slovenia is currently at 79%, and should reach 81% by 2025. Smartphone penetration is 75% and is projected to grow to 81% by 2025.  

89% of online shoppers in Slovenia shop online via desktop. 4% of shoppers make purchases via smartphone, and 3% made their most recent purchase via tablet.


Total Marketing spend in Slovenia has risen in recent years, as advertisers steadily invest more in digital advertising. Digital has grown to the second-highest market spend reaching US$24 million.

Social Media

Slovenia’s Social Media Penetration is 52% expect to reach 53% by 2025. YouTube, Facebook and Instagram are the leading social networks.

For more market insights, check out the ESW series of blogs covering a range of emerging ecommerce markets. 

*Insights derived from ESW data, Statista, WorldBank, OECD and other industry sources.

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