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Gemius E-commerce study: computer usage for online shopping is declining

Internet research and technology company Gemius has released the latest results of its e-commerce study in Estonia. The findings show that online shopping is increasingly becoming a regular habit – the share of residents who shop online at least once a month or more often is growing. At the same time, mobile devices are strengthening their role in the shopping process, while computer usage is gradually declining, and the overall number of online shoppers as well as planned spending remain stable.

According to the Gemius e-commerce study, 84 percent of respondents have shopped online in the past six months, which is slightly less than in the previous year, when this figure was 86 percent. Among them, 73 percent shop online at least once a month or more often. 52 percent shop once or several times a month, while 21 percent make purchases once or several times a week. A similar overall level of activity was observed last year, however, this year there is a slight increase in the share of more frequent online shoppers.

The computer remains the most popular device for online shopping; however, its dominance continues to gradually decline. This year, 89 percent of respondents made purchases online using a computer, compared to 92 percent in the previous year. Meanwhile, mobile phone usage remains stable – 69 percent of respondents use them for online shopping. When asked about the use of mobile apps, 68 percent of respondents stated that they use them, while 32 percent prefer websites.

46 percent of respondents believe that their expenses will remain unchanged, which is higher than in the previous year, when this figure was 41 percent. At the same time, 40 percent plan to increase their online spending, which is slightly less than in the previous year, while 14 percent plan to reduce it, compared to 18 percent last year.

The Gemius e-commerce study in Estonia was conducted for the fifth time using the gemiusAdHoc internet survey. The study is based on data collected through a pop-up internet questionnaire shown to randomly selected internet users. This year, the study was conducted from January 1 to February 25, 2026, surveying 1885 respondents aged 18 to 74.

The e-commerce study is available for all Baltic countries. To learn more about the study and access the full dataset, please contact Gemius Estonia at kontakt@gemius.ee.

gemiusAdHoc is a research solution designed for individual business needs, enabling the exploration of public opinion on any topic, question, or industry.