E-commerce has been growing rapidly in Slovenia in recent years, driven by increasing internet penetration and the convenience of online shopping. In 2020, the value of e-commerce sales in Slovenia reached €2.6 billion, representing a 23% increase from the previous year. This trend is expected to continue in 2023, with forecasts suggesting that e-commerce sales in Slovenia could exceed €3.5 billion.

One of the factors driving the growth of e-commerce in Slovenia is the increasing availability of online payment methods. According to a 2021 survey by the European Central Bank, 97% of individuals in Slovenia have access to a payment card, and 81% have used online banking services. This high level of financial technology adoption has created a conducive environment for the growth of e-commerce in the country.

Another factor that has contributed to the growth of e-commerce in Slovenia is the increasing popularity of mobile commerce. In 2020, mobile commerce sales in Slovenia reached €1.2 billion, accounting for 46% of total e-commerce sales in the country. This trend is expected to continue in 2023, with mobile commerce sales forecast to exceed €1.8 billion.

The COVID-19 pandemic has also had a significant impact on the development of e-commerce in Slovenia. The lockdown measures and social distancing protocols implemented to curb the spread of the virus have accelerated the shift towards online shopping. Many consumers who previously preferred shopping in physical stores have now turned to e-commerce out of necessity. This trend is expected to continue even as the pandemic subsides, as many consumers have become accustomed to the convenience of online shopping.

In terms of the most popular product categories, fashion and electronics remain the top-selling categories in Slovenia's e-commerce market. Other popular categories include beauty and personal care, home and garden, and sports and leisure.

In conclusion, e-commerce in Slovenia is expected to continue growing rapidly in 2023, driven by factors such as the increasing availability of online payment methods, the popularity of mobile commerce, and the lingering effects of the COVID-19 pandemic. The most popular product categories are expected to remain fashion and electronics, but there is also potential for growth in other categories such as beauty and personal care, home and garden, and sports and leisure.

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