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E-Commerce Track 2021 –
E-kaubanduse trendiuuring 2021
Preview of E-commerce Track 2021

E-Commerce Track 2021

Kantar Emor
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June 2021

Produced by Kantar Emor

Language: Estonian (Original title: E-kaubanduse trendiuuring 2021)

Format: .pdf

About this report

This report gives an overview of the online purchasing trends in Estonia. By focusing on 16 product groups, you’ll get insights each of their online-offline and domestic-foreign commerce proportions plus the changes over the last years.

Information provided in this report is mainly aimed at executives and marketing professionals of retail companies, but also anyone interested in online shopping developments.

Table of contents

  1. Summary of results
  2. How big part of Estonian 15-74 year olds have purchased something Online, and how frequently during the past year
  3. Socio-demographic Profile of Frequent Online Shoppers in the breakdown of gender, age group, nationality, domicile, and net income per family member
  4. Buying different product groups from Online Shops during the past year
  5. Online purchasers’ Socio-Demographical Profile within different product groups
  6. Regular and E-commerce estimated percentages in different product groups
  7. Domestic vs Foreign e-shops’ estimated percentages in different product groups
  8. What technical equipment is used (mobile phone, laptop, tablet, desktop computer

Product groups covered (16 in total)

  • women’s clothing
  • men’s clothing
  • children’s clothing
  • toys
  • footwear
  • sports goods
  • cosmetics
  • perfumes
  • electronics
  • furnishing and furniture
  • medications
  • books
  • food/groceries
  • tickets (theatre, cinema, concert etc.)
  • garden goods
  • repair goods (construction materials, tools)


CAWI (Computer Assisted Web Interviewing) conducted once a year.

Target group: Estonian people aged 15-74

The report includes dynamics (results from 2014-2021)

Sample: at least 1000

Technical and payment information

This report is delivered electronically as .pdf format file and consists of 23 pages.

You will get access to the download link as soon as the payment is cleared. The link will be available on the shop page and the copy is sent to your e-mail address. The download link is active for 90 days from the send-out date and includes maximum of three download attempts.

**VAT is added to the price at the checkout before the payment is completed.

This is a market research report. Usage terms and policies apply to the content. Please read these carefully before ordering.