Gemius summarizes the latest E-commerce trends in the Baltics
In Latvia, the main reasons for shopping online are the ability to shop at any time, better prices than in traditional stores, and a wider selection of products. In Estonia, the availability of online stores at any time is also important; however, consumers there place greater value on the opportunity to purchase products that are not available in their local area. Meanwhile, in Lithuania, economic considerations dominate – lower prices, a wider selection of products, and discounts or special offers.
Differences among the Baltic States are also evident in purchasing categories. In local online stores, consumers in Latvia and Estonia more frequently purchase entertainment event tickets and insurance services, while clothing, footwear, and accessories are more popular in Lithuania. In foreign online stores, however, clothing, footwear, and accessories are the leading category across all three countries.
Despite the development of e-commerce in the Baltics, internet users in all countries still encounter similar problems. In Latvia and Estonia, the most common complaints concern delivery taking too long or being too expensive, as well as cases where the received product does not meet expectations. In Lithuania, a lack of information about the product or its payment options is reported more frequently than in the other Baltic States.
Among the reasons why some residents of the Baltic States still do not shop online, the dominant factor in Latvia and Estonia is the desire to see a product in person before purchasing it. In both countries, a lack of trust in payment methods and product quality is also frequently mentioned. In Lithuania, the main obstacle is the perception that shopping online is too complicated, as well as the belief that online prices are comparable to those in traditional stores.
At the same time, the study shows that even internet users who currently do not shop online would consider purchasing specific products and services online. In Latvia, the greatest interest would be in clothing, footwear, and accessories, computers and related hardware, as well as home appliances. In Lithuania, the most frequently mentioned categories are alcoholic beverages, video games, and books, movies, or music. In Estonia, interest is strongest in entertainment event tickets, hotel and other service bookings, as well as books, movies, and music.
The e-commerce study is available for all Baltic States. To learn more and gain access to the full data set, please contact Gemius Latvia at contact@gemius.lv.
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Gemius is an international internet research company that provides professional research solutions, consulting, analysis, and recommendations for businesses operating in the online environment. The solutions offered by the company form the basis of the daily operations of more than two thousand companies across various market sectors worldwide. Founded in 1999, Gemius currently operates in more than 30 markets across Europe, the Middle East, and Africa. The company’s studies use proprietary methodological solutions that comply with the internationally recognized ICC/ESOMAR Code. More information: www.gemius.lv
