E-commerce in Estonia and in Europe

DPDgroup conducts an annual Europe-wide survey that provides a comprehensive overview of e-commerce in Europe and the habits of e-shoppers.

  1. Regular e-shoppers represent 42% of the Estonian e-shoppers and their purchases account for 84% of all online transactions.
  2. 8 out of 10 regular e-shoppers have experienced purchases from foreign websites, but it is less than in 2019.
  3. Today, Estonian regulars buy around 13% of their total purchases on the Internet.

 

 

Discover more e-shopping habits in our online tool.

A shifting landscape

In 2021, 15.5% of all purchases in Europe were made online!

​As the world becomes more digitalised, consumerism is less and less hindered by technical, logistic and economic restrictions, speeding the emergence of a multi-faceted, omnichannel consumerism of New Commerce in which digital and traditional modes of shopping meet.

  1. E-shopping has become a part of everyday life with a key role to play in New Commerce.

  2. As e-shopping has become a normal habit, consumers’ expectations are increasing and e-shoppers are still very satisfied with the whole e-shopping experience (purchase, delivery, return).

  3. Sustainability has become a major expectation throughout the value chain, but e-shoppers associate a sustainable purchase mostly with the product itself. 

  4. Fresh food & beverages are the clear winners of product category sales, especially fresh and ready-to-eat food.

The brochure below provides an overview of e-commerce trends in Europe.

A shifting landscape

In 2021, 15.5% of all purchases in Europe were made online!

​As the world becomes more digitalised, consumerism is less and less hindered by technical, logistic and economic restrictions, speeding the emergence of a multi-faceted, omnichannel consumerism of New Commerce in which digital and traditional modes of shopping meet.

  1. E-shopping has become a part of everyday life with a key role to play in New Commerce.

  2. As e-shopping has become a normal habit, consumers’ expectations are increasing and e-shoppers are still very satisfied with the whole e-shopping experience (purchase, delivery, return).

  3. Sustainability has become a major expectation throughout the value chain, but e-shoppers associate a sustainable purchase mostly with the product itself. 

  4. Fresh food & beverages are the clear winners of product category sales, especially fresh and ready-to-eat food.

The brochure below provides an overview of e-commerce trends in Europe.

Environmental friendly e-shopping

  1. More than half Estonian regular e-shoppers expect environmental responsibility from brands and companies.
  2. For a delivery to be perceived as green it must meet two criteria: combine several products together in one delivery and shipped using low emission vehicles. 
  3. Half of regular e-shoppers and up to 73% of Epicureans claimed they would favor a website which offers environmentally-friendly delivery options.
  4. 33% of regular e-shoppers make sure to buy environmentally friendly products when possible.
  5. 30% are willing to pay a premium for products/services respectful of the environment.

Meet the e-shoppers!

Epicurean E-shopper

Epicurans​

  • Seek pleasure from an e-shopping experience
  • Love simplifying their lifestyle​
  • Are willing to pay extra to facilitate their daily lives
Senior e-Shopper

Senior e-shoppers​

  • Use e-commerce out of necessity ​
  • Prefer desktop/laptop for e-shopping​
  • Less likely to use social media
e-Shopper Sustainability

Eco-selective e-shoppers​

  • Reactive to negative online feedback​
  • Sensitive to delivery fees​
  • Favor sustainable delivery solutions
e-Shopper Aficionado

Aficionados

  • Smartphone in hand at all times​
  • Find e-shopping convenient and stress-free​
  • Seek for reviews and recommendations before buying
e-Shopper price conscious

Price-conscious buyers​

  • Choose to buy online only when the price is right​
  • Often use lockers in order to pick parcels conforming their personal schedule​

Keeping you ahead in a transforming world is what we offer you.