E-Commerce study in Lithuania
The latest annual E-Commerce study, conducted in January 2023, continues to show the habits, and needs of Lithuanian shoppers in both the Lithuanian and global online shopping places. This year's analysis involved 2,556 Lithuanian residents aged 15-74. 2,333 declared that they shop online.
Check out E-commerce study in Latvia summary.
E-commerce in Poland 20222 report.
Convenience and price are key aspects when shopping online
The most common way for Lithuanians to shop online is using a computer (85.8%), but the use of a mobile phone for shopping is not far behind (72.6%). As many as 31% say they shop several times a month, and the most common time of shopping for Lithuanians is in the evening (64.4%) and during the day (29.6%). Online shoppers often face various problems. Tablet users say that the most common problems they encounter are when it is inconvenient to fill in required fields such as delivery address or selecting product filters (29.7%) and when the e-commerce website is not adapted to the phone or tablet screen (23.6%). More general problems are also identified by shoppers, regardless of the device used, such as: too long delivery time (39.4%) and too high a price of a delivery (36.9%), and the received product do not match the ordered one (34.1%). When shopping online, Lithuanians expect fast and convenient service, but they also keep in mind the price aspect. More than half of the respondents say they would shop online more often if there were more discounts (51.4%), if prices were lower than in physical stores (50.5%) and if delivery were cheaper (49.4%).
Influencers' marketing is becoming an increasingly important part of e-commerce
Almost half (43.3%) of the survey participants say they follow Influencers on social networks. Facebook (72.6%) and Instagram (41.4%) are the most frequently used social networks, but although Facebook is the most common among Lithuanians, Influencers are the most followed in Instagram social network (79.4%). More than a quarter (26.3%) of respondents have bought a product and/or service recommended by an Influencer. The proportion of "don't know" respondents is significant - 9.2%, suggesting that they might have also bought products or services recommended by Influencers, but this is not a trend behavior. The TOP25 list of most popular Influencers still have names that have been on the market for a long time, such as Karolina Meschino, Viktorija Siegel, Natalija Bunkė, Naglis Bierancas and Beata Nicholson.
What do Lithuanians buy most often?
The TOP25 list of Lithuanian e-commerce websites is topped by pigu.lt, senukai.lt and varle.lt, although the most popular product and services categories which are bought are clothing and accessories (58.9%), food delivery services (47.8%) and tickets to events (44.2%). The TOP25 list of foreign websites are led by e-commerce giants such as amazon.com, aliexpress.com and ebay.com. The most frequent purchases from foreign e-commerce websites are clothing and accessories (43.0%), accommodation (23.0%) and airline and other transport tickets (22.3%).
The e-commerce survey also provides insight into the motivations of those who do not shop online, together with the fears and reasons which they identify. All the survey data is also analyzed in terms of 7 key socio-demographic indicators for better understanding the characteristics of the Lithuanian shoppers.