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Great potential, visible development
2010-01-04
Gemius and TextAds 2009 research on Lithuanian e-commerce
Almost every Lithuanian internet user has heard of the possibility of internet shopping, but less than a half of web users have ever tried it. At present, Lithuanian web customers usually make use of e-shops, but they also appreciate the advantages of internet auctions as well as classifieds websites. The visible growth, as well as the interest of internet users in e-shopping shows the great potential for e-commerce market development. These are some of the results of the e-commerce market study, undertaken by Gemius in cooperation with Textads.
Interestingly, compared to 2008 Gemius study, there has been noticeable growth in the number of Lithuanian internet users, who admit to having undertaken an internet purchase (from 29% to 43%). When comparing the number of current internet buyers with the percentage of those aware of the possibility of e-shopping (98%), one may state that the Lithuanian market has visible growth potential. This is supported by other results of the study, showing clearly that over one third of non-online buyers declare the intention to buy online in the future and almost three in five declare that they have considered buying something via the internet. After analysing the group of current web clients, one can also see the dynamics of the market: new online buyers with less than six months’ experience make up the largest share of Lithuanian e-commerce clients (32%).
Generally, the most prevalent barrier preventing Lithuanian internet users from shopping online is the fact that it is not possible to see the product and check its quality; the other frequent reason is the fact that users are used to traditional stores. Therefore, it may be presumed that appropriate product presentation would have a positive impact on the online purchase decision.
The other factor which may support an influx of new online buyers is the fact that almost 50% of Lithuanian web users declare that they love or like to shop, and that, while shopping, what they are most concerned about is finding the best quality products and saving time, which are the obvious advantages of online shopping. Another important outcome of the 2009 Gemius study is the fact that, compared to 2008, respondents care more about saving money, while, at the same time, the importance of the quality of products has decreased, which may be due to the current economic climate. This is clearly related to the declared three main factors that might encourage respondents to buy online more frequently in the future: lower prices, a better personal financial situation and special offers and discounts.
Search, choose, bid, pay...
As regards the place of e-shopping, Lithuanian internet users prefer to spend their money in online stores rather than on web auctions or on classifieds websites (ratio 84% to 31%) with the declared reasons being a higher certainty that the delivered product will match the ordered one, simpler purchasing procedures and higher security of purchase. Above all, Lithuanian internet users are drawn to buying in internet stores because this type of shopping offers them a wide variety of products, which are often hard to find elsewhere, at virtually any moment (without limits on opening hours) which helps customers save time. The favourite e-shops of Lithuanians are Pigu, eBay and Topshop (although eBay is an e-auction, it is perceived by Lithuanian internet users to be an e-store, most probably due to the fact that they are misled by the ‘buy now’ function in the bidding portal, which makes it similar to an e-shop).
The main factors that encourage respondents to buy on e-auctions are similar to those for e-shops, that is lower prices and a wider range of offers than in traditional shops. It is on auctions that web users mostly buy clothes and jewellery as well as phones and GSM accesories. Lithuanian web auction clients seem to be quite cautious: almost nine out of ten take opinions about sellers into account in the decision-making process and they eagerly exchange information concerning auctions on internet portals, websites and forums.
Classifieds websites, also a popular purchasing place for Lithuanian clients, attract clients mainly with prices lower than in traditional stores, similarly as in the case of web auctions. Every three out of five classifieds websites internet users that looked for something, also posted their own announcements there. However, the main problems that the customers of such sites noticed are the fact that ads were out-of-date (indicated by half of the respondents) and a lack of information which is important from the point of view of the buyer (noted by 32% respondents).
The main aim of the research, conducted by Gemius in cooperation with TextAds, was to identify the attitudes and usage preferences of Lithuanian internet users regarding shopping in e-stores and on e-auctions. The report based on this study, which may be purchased from Gemius, provides a comprehensive outlook of the e-commerce market in Lithuania, its current features and the possibilities for its development. It discusses, among others, the attitudes towards various types of e-shopping and the specificities of e-buying, as well as the general attitudes towards online purchasing. It also comprises a presentation of the ranking of e-shops, e-auctions and classifieds websites currently present on the market. The e-commerce study, that the report is based on, forms part of a research project conducted in several countries from Central and Eastern Europe, including, among others, the Baltic States, Poland, Hungary, Russia, Ukraine and Bulgaria.
Download the complete version of the press release in the Word format
Contact:
Jolita Reidman- jolita.reidman@gemius.com
Press contact:
Grażyna Jakubowska, PR Specialist - grazyna.jakubowska@gemius.com