Emor survey shows increase in e-commerce in almost all categories of goods

TALLINN - The numbers of e-buyers in Estonia grew in almost all categories of goods in the first quarter of this year, while in March, month over month, the biggest increases were registered in the buying of garments, sports goods, medicines and cosmetics online, it appears from a fresh survey of trends in e-commerce conducted by Kantar Emor.

Where in December e-commerce buyers accounted for over half of the total number of buyers in three categories of goods, in March such categories of goods numbered five. The categories of merchandise that are bought more often online than at brick and mortar stores are cosmetics, books, electronics and accessories of electronics, perfumery products, interior goods and furniture.

Compared with February, the share of e-commerce purchases has grown the most in garments, sports good, medicines and cosmetics. 

Kersten Jogi, survey expert at Kantar Emor, said that the purchase of sports goods online has seen the biggest increase: from 26 percent of all buyers in February to 43 percent in March. The ratio of purchases of sports goods online was slightly higher still in December, when apparently also Christmas purchases were included. 

Online purchases of electronics have been popular in a stable manner, with the ratio of online buyers being as high as 61 percent in the past two months. 

Just like with most other categories of goods, the previous high for online purchases of foodstuffs dates from December 2020. At the beginning of March, the ratio hit the highest level for the past half-year. Online purchases of foodstuffs have seen a vigorous rise in the past few months and now buyers who buy food online make up close to 16 percent of all buyers.

"Since we conducted the survey in mid-March, when the restrictions were just taking effect, the impact from the closure of most stores selling manufactured goods will be reflected only in the survey for April," Jogi said.

The survey charting trends in e-commerce was conducted from March 11-17 by interviewing 1,130 residents of Estonia of ages 15-74.