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Gemius releases its annual e-commerce study for the Baltics

A recent Gemius e-commerce study highlights the appeal of online shopping across the Baltics, driven by the convenience of 24/7 purchasing and competitive pricing compared to traditional stores. Clothing and accessories remain the top choices for online shoppers, both locally and abroad. However, common challenges such as lengthy delivery times and insufficient product information continue to impact the online shopping experience.

The latest Gemius e-commerce study reveals that internet users across all three Baltic states share common motivations for shopping online: the convenience of making purchases at any time and the opportunity to find goods at lower prices. Beyond these shared reasons, Latvians highlighted the ease of comparing different offers, Lithuanians emphasized the appeal of discounts and special deals, and Estonians noted the advantage of accessing products unavailable locally.

The study also explored the types of goods and services most frequently purchased from domestic and foreign e-commerce platforms. This year, apparel and accessories, and tickets to different public and entertainment events are the most widely purchased items from local online stores.. Latvians and Estonians also frequently purchased insurance, while Lithuanians opted for airline tickets and transportation services. For foreign e-commerce websites, clothing, accessories, and reservation services remained the most commonly purchased items. Additionally, Latvians and Estonians reported buying airline tickets, while Lithuanians primarily chose items categorized as “Other.”

Online shopping does come with challenges. Delivery delays and a lack of clear information about products, delivery options, and payment methods are common issues for Baltic consumers. Latvians and Estonians have also expressed dissatisfaction when products didn’t meet their expectations, while Lithuanians reported similar frustrations tied to misleading product information.

When it comes to reasons for avoiding online shopping, Latvians and Estonians prefer seeing products in person before buying, while Lithuanians often question the reliability of product warranties. Distrust of online stores is prevalent across all three states: Latvians and Lithuanians worry about secure payment options, and Estonians and Lithuanians are skeptical about product quality. Latvians and Estonians additionaly mentioned overall satisfaction with traditional stores as a reason for not making purchases online.

The study also examined categories that could attract future interest. Latvians expressed a strong preference for household goods like TVs or washing machines, while Lithuanians showed interest in erotic goods. Estonians were particularly intrigued by online rental or booking services. Both Latvians and Estonians showed interest in tickets for events, whereas Lithuanians leaned toward purchasing computer software and video games.

With the majority of consumers shopping online, an increasing number of e-commerce companies are being established. To monitor their quality, recognize the best performers, and inspire businesses, the E-commerce annual award will take place for the fifth consecutive year. For the second year, it will be held on a Baltic scale, presenting the prestigious "Baltic E-commerce Star" award. The competition's strategic partner is Latvijas Pasts, with collaboration partners including Mēness Aptieka, MakeCommerce, Aleph, Gemius, One More Agency, Element Digital, The Red Jackets, Login.lt, and Nords Porter Communications. Media partners for the event are Delfi, TV3 Group, IR Nauda, and DScreens.

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.