In Estonia, 70% of people in the age group 18–40 is shopping online at least once a month, the activity in all Baltic countries being on the similar level, according to a survey of the international parcel delivery company Venipak. About a quarter of these people plan to shop more frequently online than they used to do before, despite the Covid-19 restrictions have been lifted a while ago and they are able to visit physical shops again.
In the Baltic comparison, in Lithuania 72% of up to 40 year olds are shopping online at least once a month, followed by Estonia (70%) and Latvia (66%). The share of e-powershoppers – people shopping online at least once a week – is in this age group the highest in Lithuania (21%), followed by Latvia (18%) and Estonia (15%).
The Covid-19 restrictions significantly altered the shopping habits and according to the survey, 25% of Estonians, 23% of Lithuanians and 22% of Latvians up to 40 years plan to shop more often online, now when restrictions have been lifted. About a half of people in Baltic countries will shop more often in physical stores but will also shop online.
“People in the age group up to 40 years are the most active in e-shopping and they have largely driven the pandemic-related surge of e-commerce in recent years. The survey confirms that the consumer activity of shopping online will persist. Looking at the e-shopping frequency, we see that a vast majority is doing it at least once a month,” said Justas Šablinskas, CEO of Venipak.
Of Estonian women up to 40 years, 81%, and 59% of men are shopping online at least once a month. In Latvia, the corresponding rates are 72% and 60%, and in Lithuania 80% and 65%.
Of people doing e-shopping at least once a month, most active are those with higher education (77%) while among primary education the rate is 41%. Among housewives 85% are doing e-shopping at least every month and the higher the income, the more active are people in e-shopping.
The survey was commissioned by Venipak and conducted by Norstat in Estonia, Latvia and Lithuania in May 2022. In every country 500 people in the age groups from 18 to 40 years across all demographics were polled.