Gemius E-commerce study in Estonia
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Gemius E-commerce study in Estonia

Gemius Estonia has released the findings of its third E-commerce study. It reveals that more than half of respondents prefer to shop online in the evening hours, while one-third do it in the daytime.

Although 82% of the respondents have shopped online in the last six months, this indicator has decreased compared to last year. The number of respondents who believe that their online expenses will decrease this year has increased by 5%.

They prefer to shop in the evenings

This year, in the third Gemius E-commerce study conducted in Estonia, respondents were asked about the time of day when they most frequently engage in online shopping. More than half of the respondents - 57% - indicated that they primarily shop in the evening hours between 6:00 PM and 10:00 PM. While 33% shop online between 12:00 PM and 6:00 PM, 10% of the respondents do it at night or early in the morning.

82% of Estonian Internet users shop online

In the last six months, 82% of the respondents have made purchases online, while 10% haven't, but plan to try it in the future. However, 8% haven't shopped online and don't plan to do so. It should be noted that this indicator has decreased by 6% compared to the previous year when 88% of the respondents indicated that they had made online purchases. In 2020, however, 83% of the surveyed respondents had made online purchases.

Among the respondents who make online purchases, 73% do so at least once a month or more frequently, keeping this indicator constant compared to the previous year. 41% shop online several times per month, while 12% do it once a month. 20 %shop online once or several times per week.

Online spending plans for 2023

When asked about their online spending plans for this year, 46% of the surveyed individuals indicated that they think their spending will increase. This indicator has decreased by 5%  compared to the previous year. Meanwhile, the number of respondents who believe that their expenses will decrease this year has increased by 5%. If last year 7% of the surveyed individuals held this view, this year it has risen to 12%. Just like last year, 42% of the participants believe that their expenses for online purchases will remain unchanged this year.

Computers are still the most popular device

The most popular device used for online shopping in Estonia is still the computer. The same like last year, 94% have used this device to shop online. Meanwhile, 62% use mobile phones for online shopping, 8% shop online using tablets, and 1% use smart TV capabilities.

About Gemius E-commerce study in Estonia

The Gemius E-commerce study in Estonia was conducted using the gemiusAdHoc internet survey. The study is based on data obtained through a pop-up internet questionnaire shown to randomly selected internet users. This year, the study was conducted from February 14 to April 3, surveying 1433 respondents aged 18 to 74.

To learn more about the study and to have access to all the data, we invite you to contact Gemius Estonia by writing to

gemiusAdHoc is a research designed for individual business needs, with the possibility of discovering public opinion on any topic, question, or industry.