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E-commerce study: fewer people in the Baltics ordering takeout meals and groceries online

According to an e-commerce study conducted in the Baltic states by the international internet research and technology company Gemius, interest among respondents in ordering takeout meals and groceries from local e-commerce sites has significantly declined in recent years. Meanwhile, the demand for purchasing healthcare products online is steadily growing in Latvia and Estonia.

The annual Gemius e-commerce study in the Baltics looked at which categories of products and services consumers buy from local e-commerce websites, including takeout meal and grocery deliveries, as well as healthcare products. The study results show that there has been a decline in the delivery of both takeout meals and groceries across all Baltic countries in recent years, while the purchase of healthcare products is increasing in Latvia and Estonia.

The highest figures for the purchase of takeout meals and groceries from local e-commerce websites in recent years were mostly recorded in 2022 — a time when people's daily lives were still affected by COVID-19 restrictions and buying food online had become an increasingly popular option. In Latvia, 59 percent of respondents ordered takeout meals online in 2022, and 45 percent bought groceries. This year, those numbers have dropped to 47 percent for takeout meals and 38 percent for groceries. In Estonia, takeout meal purchases fell from 54 percent to 48 percent, while grocery purchases declined from 40 percent in 2022 to 32 percent this year. Finally, in Lithuania, 46 percent of respondents ordered takeout meals online in 2022, but only 30 percent did so in 2025. The drop in grocery purchases was smaller — from 22 percent to 20 percent.

Looking at the data on the purchase of healthcare products from local e-commerce websites, an increase can be seen in both Latvia and Estonia. In 2022, 45 percent of respondents in Latvia said they had bought healthcare products from local e-commerce sites, while in 2025 this number rose to 53 percent. In Estonia, the figure was 43 percent three years ago and has now increased to 46 percent. Meanwhile, in Lithuania, online purchases of healthcare products are becoming less common — 36 percent of respondents made such purchases in 2022, but only 24 percent do so this year.

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 2101 respondents aged 18 to 74, while in Lithuania, 1473 respondents aged 15 to 74 were surveyed. In Estonia, the study involved 1777 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.

gemiusAdHoc conducts studies for individual business needs with the ability to determine public opinion on any topic, question, or industry.

Gemius is an international research and technology company providing data, as well as advanced tools for digital and traditional marketing activities such as web analytics, online campaigns’ management and ad serving. The company offers comprehensive solutions for marketers, advertising agencies, publishers and e-commerce. Gemius is present on the market since 1999. The company is a member of IAB Europe and I-COM Global. The research conducted by the company are carried out in accordance with the principles of the international ICC/ESOMAR code.