23 February 2023 | Press release
DPD’s e-commerce survey: approximately 70% of Estonian residents shop online
DPD’s e-commerce survey: approximately 70% of Estonian residents shop online
A trans-European survey conducted by the logistics company DPD showed that the number of Estonian residents who shop online is at the same level compared to last year but lower than the European average. Consumer to consumer sales platforms and ordering groceries online are becoming increasingly more popular among Estonians.
“As a rule, Estonian residents decide to order online because of the price. The most popular category is still beauty and health products, followed by fashion goods. It is becoming more and more prevalent to order groceries online as well,” says Remo Kirss, CEO of DPD Estonia.
A regular e-shopper orders 3.7 packages per month on average.
DPD’s e-commerce survey showed that out of all Estonian e-shoppers, as many as 52% purchase goods online regularly, i.e., at least once a month. This figure is higher than the European average (48%). The number of regular Estonian e-shoppers has increased by a tenth compared to last year. “Estonian residents shop online owing to the advantageous prices, saving time and the convenience of shopping without having to leave home. More than half of regular Estonian e-shoppers find that purchasing goods online is cheaper than buying them from somewhere else,” said Kirss.
Estonian residents also believe that it is less stressful to shop online compared to visiting an actual shop. “While a regular Estonian e-shopper receives 3.7 parcels on average per month, this figure will probably increase further in the future. This is supported by the fact that ordering groceries online is a constantly growing trend. Today, 43% of regular Estonian e-shoppers also order groceries online. Nowadays, when one can conveniently order nearly any product to be delivered home, people want to spend increasingly less time on grocery shopping,” said Kirss. Ordering ready meals is also on the rise – nearly 70% of regular Estonian e-shoppers do this once a month.
The residents of other European countries as well as Estonia are relatively loyal to the online shops that are familiar to them. “84% of regular Estonian e-shoppers prefer to order goods from a website where they have placed orders before. This highlights the importance of an excellent online user experience as well as satisfaction with logistics services, so that a customer would want to return,” explained the CEO of DPD Estonia.
Consumer-to-consumer platforms are gaining popularity
Consumer-to-consumer (C2C) sales platforms are gaining increasingly more popularity among Estonian residents, and are used by nearly half of the regular Estonian e-shoppers. According to Aune Aunapuu, the CEO and co-founder of Yaga, a sales platform of new and preloved fashion, 70% of all platform users both sell and purchase goods. “For sellers, it’s an important opportunity of earning additional income by selling the things lying around unused at home, and for purchasers, the prices are much more favourable compared to buying retail,” said Aunapuu.
Yaga alone has helped more than 800,000 products find new owners. “This means that the same number of new products has potentially remained in the shops. We can clearly see that consumer habits are changing, buying preloved goods is becoming the new normality and people comprehend the negative impact overconsumption has on the environment,” said Aunapuu.
Kirss said that DPD’s survey results also verify the increasing popularity of C2C platforms. “The benefits of these platforms are highlighted by the fact that 67% of consumers see them as an opportunity to save money and 38% appreciate the option of buying the things they need in a more sustainable manner.” He added: “Considering the current swift development of C2C platforms, their popularity will probably continue to grow in the future both among consumers and small businesses.”
DPD’s e-commerce survey: approximately 70% of Estonian residents shop online
A trans-European survey conducted by the logistics company DPD showed that the number of Estonian residents who shop online is at the same level compared to last year but lower than the European average. Consumer to consumer sales platforms and ordering groceries online are becoming increasingly more popular among Estonians.
“As a rule, Estonian residents decide to order online because of the price. The most popular category is still beauty and health products, followed by fashion goods. It is becoming more and more prevalent to order groceries online as well,” says Remo Kirss, CEO of DPD Estonia.
A regular e-shopper orders 3.7 packages per month on average.
DPD’s e-commerce survey showed that out of all Estonian e-shoppers, as many as 52% purchase goods online regularly, i.e., at least once a month. This figure is higher than the European average (48%). The number of regular Estonian e-shoppers has increased by a tenth compared to last year. “Estonian residents shop online owing to the advantageous prices, saving time and the convenience of shopping without having to leave home. More than half of regular Estonian e-shoppers find that purchasing goods online is cheaper than buying them from somewhere else,” said Kirss.
Estonian residents also believe that it is less stressful to shop online compared to visiting an actual shop. “While a regular Estonian e-shopper receives 3.7 parcels on average per month, this figure will probably increase further in the future. This is supported by the fact that ordering groceries online is a constantly growing trend. Today, 43% of regular Estonian e-shoppers also order groceries online. Nowadays, when one can conveniently order nearly any product to be delivered home, people want to spend increasingly less time on grocery shopping,” said Kirss. Ordering ready meals is also on the rise – nearly 70% of regular Estonian e-shoppers do this once a month.
The residents of other European countries as well as Estonia are relatively loyal to the online shops that are familiar to them. “84% of regular Estonian e-shoppers prefer to order goods from a website where they have placed orders before. This highlights the importance of an excellent online user experience as well as satisfaction with logistics services, so that a customer would want to return,” explained the CEO of DPD Estonia.
Consumer-to-consumer platforms are gaining popularity
Consumer-to-consumer (C2C) sales platforms are gaining increasingly more popularity among Estonian residents, and are used by nearly half of the regular Estonian e-shoppers. According to Aune Aunapuu, the CEO and co-founder of Yaga, a sales platform of new and preloved fashion, 70% of all platform users both sell and purchase goods. “For sellers, it’s an important opportunity of earning additional income by selling the things lying around unused at home, and for purchasers, the prices are much more favourable compared to buying retail,” said Aunapuu.
Yaga alone has helped more than 800,000 products find new owners. “This means that the same number of new products has potentially remained in the shops. We can clearly see that consumer habits are changing, buying preloved goods is becoming the new normality and people comprehend the negative impact overconsumption has on the environment,” said Aunapuu.
Kirss said that DPD’s survey results also verify the increasing popularity of C2C platforms. “The benefits of these platforms are highlighted by the fact that 67% of consumers see them as an opportunity to save money and 38% appreciate the option of buying the things they need in a more sustainable manner.” He added: “Considering the current swift development of C2C platforms, their popularity will probably continue to grow in the future both among consumers and small businesses.”