In the annual Baltic e-commerce study, respondents were asked how their online spending will change this year. Data for Estonia indicates that 42 percent of respondents expect their expenses to stay the same – this indicator constantly remains around the 40 percent mark. 6 percentage point increase can be seen among those respondents who believe they will devote less money for spending online this year, reaching 18 percent mark. Decrease by 6 percentage points can be observed among the respondents who expect their expenses to grow – lowering to 40 percent. A stable trend of reducing online expenses can be observed for the third year in a row – in total, the respondents who plan to save their money on online shopping have grown by 11 percentage points, thus the amount of respondents who plan to spend more has decreased – also by 11 percentage points.

With the tendency remaining stable, 86 percent of respondents have made at least one purchase online during the last six months, among which 91 percent indicated that they used computers for it, which is 4 percentage points less than last year. A stable decline can be noticed among tablet users – even though this year only two percentage points less respondents chose this device, resulting in 6 percent, in total, since 2022, this indicator has lowered by 5 percentage points. 63 percent of survey participants shared that they use mobile phones for making online purchases – a year ago it was 62 percent, however, 2 percent of respondents answered  that they use TV – last year such option was chosen by 1 percent.

To the question regarding online purchase frequency, the majority of respondents (71 percent) shared that they make purchases regularly – once or several times per month. Out of which, purchases at least once a month were made by 51 percent respondents, but purchases at least once a week – by 20 percent respondents. Previous year 73 percent of survey participants purchased online at least once a month.

Gemius is data sponsor for the e-commerce annual award, which is taking place this year for the fourth year in a row, but for the first time on a Baltic scale. The closing ceremony and the announcement of the winners of the “E-commerce Star 2024” competition will take place on May 24th.

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 January 11 to February 14, surveying 1550 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 kontakt@gemius.ee.

gemiusAdHoc is a research designed for individual business needs, with the possibility of discovering 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.