The outlook for e-commerce over the forecast period is bright, with growth in total current value sales predicted to surpass that for the entire retail market and all channels expected to post consistently positive results in this respect. While the cost of living crisis will temper overall e-commerce spending in the short term, the fact that the pandemic has made many Estonians more inclined to regularly shop online and catalysed investment in omnichannel strategies by store-based retailers should ensure trade remains buoyant on the whole.
Foods e-commerce is expected to be by far the most dynamic performer in current value growth terms over the forecast period. Having historically been somewhat underdeveloped, since the start of the pandemic this channel has seen a surge in investment by grocery retailers, particularly major chains but also independent players.
The share of total e-commerce current value sales generated by mobile transactions looks set to continue rising throughout the forecast period. Further gains will be supported by the fact that mobile apps are now a focal point for investment in the digital sphere by store-based retailers in Estonia.
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Retail E-Commerce
Online sales of new and used goods to the public from a business for personal or household consumption. This figure includes those purchases made via online marketplaces, assuming it is a business-to-consumer purchase. This figure includes the purchase of mobile apps, games, in-app purchases and downloaded versions of recorded music, film, video games, books, journals and magazines. Note: The streaming versions of these media types, which are not tracked in Retailing, are captured in Streaming Services E-Commerce. Goods purchased via quick-delivery services, such as Amazon Prime, are captured here, whereas the subscription fee for such a service is captured in Other E-Commerce. Retail purchases made via hyperlocal or third-party delivery platforms are also included here, while the delivery fees associated with such services are included in Other E-Commerce. This category excludes the following industries and channels: • Specialist retailers of motor vehicles; motorcycles, vehicle parts and fuel • The rental, hire and leasing of products • Wholesalers, cash and carry outlets • Consumer-to-consumer transactions • Informal retail which is not declared to tax authorities
See All of Our DefinitionsThis report originates from Passport, our Retail E-Commerce research and analysis database.
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