Gemius E-commerce 2022 study in Estonia

The research on Estonian shopping habits online found that in the last six months almost 88% of surveyed Internet users have shopped online. Compared to previous research from 2020, this indicator has increased by 5%. Meanwhile, 8% of the respondents are planning to do it in the future, the same as two years ago, while 4% haven’t shopped online and don’t plan to, showing a decrease by 5% compared to 2020 data. Overall this year the respondents were asked to answer 31 questions about their shopping habits, motivation, favorite online stores, delivery options and encountered problems – 24 key survey questions and 7 socio-demographic questions.

As the cost of various spending increases, respondents were also asked to estimate how their online spending will change this year. More than 51% of the respondents replied that their spending will increase, and this indicator is 20% higher than two years ago (31,5%). However, 42% of surveyed plan that their spending online won’t change, showing a decrease of 13% compared to 2020 when 55% of surveyed chose this option. However, 7% think that their expenses will decrease and it is 7% points less than two years ago.

Asked about shopping frequency, 74% of respondents revealed that they shop online at least once a month. Most of them – 42% – shop online several times a month, 12% – once a month. 19% have bought something online at least once a week or more often.

The study was made using a specialized internet survey - gemiusAdHoc. It is based on data obtained with the help of pop-up internet questionnaires, which were displayed to randomly selected internet users. The survey was conducted from April 24 to June 15, 2022, by questioning 1226 respondents in Estonia in the age group of 18 to 74 years.

To find out more about the research and to get acquainted with all the data about Estonia contact Gemius Eesti by writing to kontakt@gemius.ee.