Do you still shop in physical stores? Most of your neighbours are probably shopping online!
The number of online shoppers continues to grow year after year, and regular e-shoppers are becoming increasingly demanding. In Croatia, 80% of the population shops online. Regular e-shoppers expect flexible and fast services, while saving money remains the main driver of online shopping. At the same time, purchasing second-hand goods is becoming less significant.
The most popular categories remain fashion, beauty, and footwear, while interest in electronics is declining (from 24% in 2023 to 20% this year). Although they shop across fewer categories than consumers in the EU overall, Croatians stand out in online purchases of fashion accessories and home décor products.
These and many other insights were revealed in this year’s E-shopper Barometer, one of Europe’s largest studies on online shopping, conducted annually by Geopost and DPD. The research surveyed more than 30,000 people across 22 European countries, highlighting the most interesting changes in consumer habits.
Expectations of Croatian shoppers are rising
As much as 85% of all online purchases are made by regular e-shoppers, who order an average of 41 parcels per year, or more than four parcels per month. Due to fast-paced lifestyles, online shopping helps them save time, reduce stress, and access an ever-expanding range of products available online.
An impressive 88% of regular e-shoppers in Croatia were satisfied with their most recent online shopping experience — well above the European average of 81%.
Another interesting insight is that 61% of Croatian e-shoppers now choose out-of-home (OOH) delivery, representing an increase of 27 percentage points compared to the 2023 study. Environmental concerns, however, remain a secondary topic for Croatian e-shoppers.
Delivery preferences are changing
Today’s e-shoppers want full control over delivery — from the ability to change the delivery date and track parcels in real time, to choosing where, when, and how they receive their package. More and more shoppers are combining home delivery with parcel lockers or Pickup locations.
As a result, OOH (Out-of-Home) delivery is becoming an increasingly preferred option. Why do customers choose it? The answer is simple: they can collect their parcel whenever it suits them, locations are close to home or work, it’s often cheaper than standard home delivery, and it’s highly practical — especially when picking up a parcel at a store they already visit regularly.
Generation Z shops less and sticks to trusted platforms
Young Croatian e-shoppers from Generation Z shop less than the European average. One of the main reasons is that most of them still live with their parents. Although 78% have a regular income, only one in five is fully financially independent. They are particularly active on C2C platforms, where they shop primarily to save money.
Social media is their main source of shopping inspiration. Instagram is used by 76% of Generation Z at least once a week, while Facebook is losing relevance. However, they are very active when it comes to sharing experiences and writing online reviews. They also enjoy technologically enhanced shopping experiences.
As many as 50% of Generation Z use more than one delivery location, and 61% of their parcels are delivered out-of-home (OOH) — to parcel lockers, Pickup points, or retail stores — making them the leading users of this delivery option.
If you think online shopping can no longer surprise you, click here: https://www.dpd.com/hr/hr/tredovi-i-navike-e-kupaca-u-2025/ and discover even more interesting insights and figures revealing the future of online shopping.
