engleski

CROATIAN E-COMMERCE MARKET: OVERVIEW, POTENTIALS AND CHALLENGES

Purpose of this paper is to provide an overview of current situation in e-commerce in Croatia. In literature overview, available global data and trends are outlined to provide a benchmark frame for e-commerce development. Focus of the research is to show current main levers, developments and challenges Croatian e-commerce companies are facing. Research was conducted during 2018 with assistance of Ecommerce Croatia association. Almost 200 members of the association, out of 400 in total, participated in the research. Main findings show that almost half of the respondents have annual e-commerce revenues below one million HRK. Reason for this modest result are low investments, lack of educated human resources and lack of trust on the consumer side. Goal of this paper is to clarify main levers of e- commerce functioning – from beginning to the end but also provide a structured overview of all challenges in e-commerce development in Croatia. Secondary, e- commerce is going to be more and more important in the future, therefore this paper aims to provide insights for all future business subjects entering the area of ecommerce.

e-trgovina, konverzija, Hrvatska, platforma, web stranica

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