2020-09-07 13:26

During Covid-19 restrictions, in Estonia spending online has increased more than in Latvia and Lithuania

During Covid-19 restrictions, in Estonia spending online has increased more than in Latvia and Lithuania

The E-commerce study 2020 conducted by the Internet research company Gemius on online shopping habits of Internet users in Estonia, Latvia and Lithuania found that during Covid-19 emergency situation, the spending of users surveyed in Estonia increased more often than in neighboring countries. The most popular foreign shopping site is amazon.com, but important motivation for shopping online is the opportunity to buy goods that are not available at the respondents' place of living.

The study conducted in all Baltic countries this spring found that during the Covid-19 restrictions, 34 percent of Estonian Internet users rated their online shopping expenses as increased. Meanwhile, just over half - 55 percent - said their spending online hadn't changed, but only 11 percent evaluated it as decreased. Meanwhile, in Lithuania, 37 percent of respondents and 25 percent of respondents in Latvia told that they spent less online within the national restrictions.

In all the Baltic States, foreign online stores are similar, however the website aliexpress.com is more popular in Latvia and Lithuania, where Estonian Internet users more often used amazon.com. Purchases made on foreign sites also do not differ - in all three countries, Internet users indicated that they buy clothes. People in Lithuania and Latvia purchased reservation and rental services – 34 percent of Latvian Internet users and 28 percent of Lithuanian respondents –, while Estonian Internet users more often bought airline tickets (31 percent), which ranks as third most popular in Lithuania and Latvia.

Also, in all countries, the surveyed Internet users indicated tickets to public events among the three most frequently purchased goods online - in Lithuania and Latvia this is the number one choice of the respondents, while in Estonia the respondents most often purchased insurance. While respondents in Estonia and Lithuania revealed that they often bought clothes in domestic online stores, respondents in Latvia bought household appliances. Interestingly, among the three most common reasons for shopping online in Estonia, respondents indicated the possibility to buy goods online that are not available at their place of residence. Similar to neighboring countries, respondents in Estonia are also motivated to shop at better prices than in traditional stores.

Estonian respondents indicated that they use computers to shop online (96 percent), while less than half - 48 percent - have made purchases using smartphones. In Latvia, 54 percent of respondents, but in Lithuania - 61 percent of respondents made purchases on the Internet with a mobile phone. In Latvia only 1 percent of respondents shopped using smart TV, where in Lithuania and Estonia 4 and 3 percent of respondents respectively indicated this option.

The study was created using a specialized Internet survey - gemiusAdHoc. The study is based on data obtained with the help of pop-up Internet questionnaires, which were displayed to randomly selected Internet users on the most popular Internet portals in Estonia, Latvia, and Lithuania. The survey was conducted in Latvia and Lithuania in two stages - in February by interviewing 2813 respondents in Latvia and in April by interviewing 1769 respondents in the age group from 18 to 74 years, but in Lithuania by surveying 3805 respondents and in April by 2192 respondents aged 15-74. In Estonia, the survey was conducted from 15 May to 17 June this year, surveying 1,174 Estonian Internet users.


To find out more about the research and the opportunity to get acquainted with all data not only about Estonia, but also Latvia and Lithuania, please contact Gemius Latvia by writing to contact@gemius.lv.



gemiusAdHoc is research for individual business needs with the opportunity to find out public opinion on any topic, issue, 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 is carried out in accordance with the principles of the international ICC/ESOMAR Code.

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