In this year's Gemius e-commerce study, conducted by surveying internet users in Latvia, Lithuania, and Estonia, it has been found that among the three Baltic countries, respondents from Lithuania have made online purchases most frequently – it was indicated by 90 percent of surveyed internet users who answered a question about shopping online in the last year. Meanwhile, in both Latvia and Estonia, 82 percent of the survey participants have stated that they have made online purchases in the last six months. However, compared to the other two countries, respondents from Latvia most commonly indicate that they have not made purchases yet but plan to do so in the future. This response option was chosen by 12 percent of Latvians, while in Estonia, it was 10 percent of the surveyed individuals, and only 6 percent in Lithuania. A categorical "no" to online purchases was expressed by 8 percent of respondents in Estonia, 6 percent in Latvia, and 4 percent of participants in the study of Lithuania's e-commerce market.

The most popular device used by the surveyed participants for online shopping is a computer. It is most commonly used by respondents in Estonia, with 95 percent indicating so, followed by 91 percent in Latvia, and 86 percent in Lithuania. Lithuanians more frequently use mobile phones for shopping compared to Latvians and Estonians. Among the respondents in Lithuania, 73 percent make purchases from their mobile phones, while in Latvia, it's 68 percent, and in Estonia, it's 62 percent. Additionally, 9 percent of respondents in Latvia use tablets for shopping, while in Estonia, it's 8 percent, and in Lithuania, it's only 6 percent. In terms of using Smart TV capabilities for online shopping, 3 percent of surveyed participants in Lithuania do so, while it's only 1 percent in both Latvia and Estonia.

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 2,038 respondents aged 18 to 74, while in Lithuania, 2,556 respondents aged 15 to 74 were surveyed. In Estonia, the study involved 1,433 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.