Top 3 of most popular e-shops in Estonia dominated by domestic online stores

  • 2020-08-06
  • BNS/TBT Staff

TALLINN - Pollster Kantar Emor has compiled a list of most popular online shops in Estonia, topped by domestic e-shops with the Kaup24 online store in the first place.

The rankings are based on an opinion survey carried out among Estonian people, which placed Kaup24 first as favored by 24 percent of respondents, followed by e-retailers Hansapost and 1a, with 12 percent and 12 percent, respectively.

Major international online marketplace AliExpress placed fourth and the e-store of Estonian retailer Selver fifth. The top ten also included Amazon, Apollo, Euronics, ON24 and Rahva Raamat.

Kersten Jogi, shopper behavior expert at Kantar Emor, said that Kaup24 is the top favorite in nearly all the sociodemographic segments analyzed, only having been ousted by 1a in the segment aged 24 and younger, and sharing the first place with Hansapost among respondents residing in rural areas.

Jogi noted that the prerequisites for reaching the top of the rankings is the e-store's renown, a wide selection of products and a wide range of customers. With growth in online shopping volumes and increased competition in the field, those able to offer a pleasant shopping experience come out on top.

E-store popularity rankings is a part of a yearly spring study into e-commerce trends in which respondents' online shopping experiences and practices are polled along with the ratio of domestic and foreign online stores and use of various technical devices.

Altogether 1,000 Estonian residents aged 15-74 were polled in the study from April to May 2020.