We know what consumers buy online! E-commerce markets comparison

E-commerce study in the Baltics - 2024

In the e-commerce study conducted in Baltics by Gemius, it was found that respondents in all three countries are motivated to shop online by the opportunity to make purchases at any convenient time, as well as better prices than in traditional stores. The most popular purchases in local and foreign online stores are clothing and accessories, but the most common problems faced by respondents are overly long delivery and inability to find the necessary information.

In the latest Gemius e-commerce study, it was found that internet users surveyed from all three Baltic states share a common motivation for online shopping – the opportunity to make purchases at any time of the day, as well as the ability to buy goods at lower prices. Latvians and Estonians also mentioned among the motivating factors the ability to purchase goods that are not available at their place of living, while Lithuanian respondents emphasized that they appreciate the opportunity to access a wider range of products.

Looking at product and service categories respondents might potentially be interested in, it can be observed that insurance services are relevant to residents of all three countries. Latvian and Estonian respondents also show interest in public event tickets, while Latvians and Lithuanians share a common interest in purchasing mobile phones and tablets. For Estonian survey participants reservation and rental services rank in the first place, but Lithuanians would like to purchase video games.

Within the study, it was examined which goods and services the respondents most frequently purchase from domestic and foreign e-commerce websites.This year, clothing, footwear, and accessories continue to be the most widely purchased items from local online stores. For Latvians and Estonians, ticket purchases for events rank at the top of the list, followed by insurance, while Lithuanian respondents, immediately after clothing, equally purchase books, movies, music, and airline or other transportation tickets. In foreign e-commerce stores, the top three most frequently purchased goods remain stable also this year – respondents from all Baltic states mainly use foreign websites for purchasing clothing and accessories, reservation services, and buying airline and other transportation tickets.

e-commerce baltics

The most common problems encountered by respondents from the Baltic states when shopping online include delivery time, which often takes longer than desired, as well as lack of information – respondents were not able to find the necessary information about the product, delivery, payment options, or other inquiries. Latvians and Estonians have experienced dissappointment upon receiving the product, as it did not meet their expectations, while Lithuanian respondents have indicated a similar issue – false information, which also leads to dissappointment among online shoppers.

Respondents who have not shopped online in the last six months mention the desire to see products in person before purchasing them as the main reason for such decision. There is a general distrust of online stores across all Baltic states – Latvians and Estonians mention lack of trust in payment options, while Estonians and Lithuanians question the quality of products. Lithuanian respondents also show equal distrust towards product warranty, but Latvians additionaly mention overall satisfaction with traditional stores as a reason for not making purchases online.

e-commerce baltics

As consumer tendency to shop online increases, various e-commerce companies are being established. To keep up with their quality, express appreciation for best ones, and inspire other companies, for the fourth consecutive year, the e-commerce annual award will take place. However, this year, for the first time, it will be held on a Baltic scale, presenting the “Baltic E-commerce Star” award. The strategic partners are companies Latvijas Pasts and SEB; partners: Gemius Latvia, Balcia insurance, Element, Joom, Mēness Aptieka, Httpool by Aleph, Login.lt, PHH Group, ECOMXRIGA; media partners: Delfi, TV3 Group Latvija, Äripäev.

The Gemius e-commerce study was conducted using the gemiusAdHoc online survey. The study is based on data obtained through a pop-up internet questionnaire shown to randomly selected internet users on the most popular portals in Latvia, Estonia, and Lithuania. In Latvia, the study surveyed 2,188 respondents aged 18 to 74, while in Lithuania, 2,022 respondents aged 15 to 74 were surveyed. In Estonia, the study involved 1,550 internet users aged 18 to 74.

To learn more about the research conducted in Latvia, Estonia, and Lithuania, please contact Gemius Latvia at contact@gemius.lv.