E-commerce study 2022: shopping motivation, purchases and spending in Baltics
Gemius has conducted a study on the shopping habits of Internet users in all three Baltic countries. Respondents in Latvia, Lithuania, and Estonia are often motivated to shop online by the opportunity to buy goods that are not available in their place of living. While Latvians and Estonians on domestic e-commerce sites often buy insurance, Lithuanians prefer books and movies. At least half of respondents in Latvia and Estonia believe that their spending online will increase this year.
In the study, which was conducted in all three Baltic states for the second time (previously in 2020), it was found that the possibility to buy products and services that are not available in their place of residence motivates surveyed internet users to shop online in all three Baltic states – Latvia, Lithuania, and Estonia. Like respondents in Lithuania, Estonians are also often motivated by discounts and special offers. Meanwhile, surveyed internet users in Latvia are most often encouraged to use e-commerce sites by the opportunity to compare various goods and services, as well as better prices than in traditional stores. Among the three most frequent motivations, the respondents in Lithuania indicate the possibility of receiving the purchased item with home delivery, while the survey participants in Estonia are most motivated to make purchases on the Internet by the fact that online stores are always open.
Similarities among the countries can also be observed in the top of the most frequently purchased goods and services. Thus, for example, Latvians and Estonians on domestic e-commerce sites often buy insurance, as well as tickets for various events - concerts, theater, cinema and other entertainment events. Meanwhile, among the Top 3 items purchased in local online stores, respondents in Lithuania indicated a category covering books, magazines, movies and music. On both Latvian and Lithuanian e-commerce websites, respondents often make food deliveries. Meanwhile, when looking at the most frequently purchased goods and services in foreign online stores, clothes and shoes are confidently in first place in all three countries. While respondents in Latvia and Estonia often bought airline tickets in foreign e-shops and used reservation service websites, Lithuanian respondents indicate that they often buy cosmetics and other goods that do not belong to any of the offered categories of goods and services on foreign e-commerce websites.
When asked about spending plans this year, respondents in Lithuania more often believe that their spending on online purchases will decrease this year. This was stated by 30 percent of survey participants in Lithuania, while in Latvia and Estonia, respectively, 6 and 7 percent of surveyed Internet users. Meanwhile, at least half of the respondents in Latvia and Estonia believe that their spending on online purchases will increase this year, while only 15 percent of the surveyed Internet users in Lithuania indicated this option.
The study was created using a specialized internet survey - gemiusAdHoc. The research is based on data obtained with the help of pop-up online questionnaires, which were shown to randomly selected internet users on the most popular internet portals in Estonia, Latvia and Lithuania. At the beginning of this year, 1907 respondents were surveyed in Latvia, 2159 respondents in Lithuania, but during summer months 1226 Internet users in Estonia participated in the study.
To find out more about the study and the opportunity to get acquainted with all the data for Latvia, Lithuania and Estonia, please contact Gemius Eesti by writing to email@example.com.
gemiusAdHoc is research for individual business needs with the opportunity to find out the opinion of the public 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 are carried out in accordance with the principles of the international ICC/ESOMAR code.