Analytics, Estonia, Foodstuff, Internet, Markets and Companies, Technology

Whereas on the global level, 61% of respondents stated that shopping in stores is an enjoyable experience for them, and 57% estimated that shopping in stores is a fun way to spend time with one's family, in Estonia 33% enjoy the shopping experience in stores, and 20% consider it a fun way to pass the time.

“Consumers do not buy things exclusively online, or exclusively in physical stores, but the two channels are increasingly interconnected. When making a shopping decision, people opt for the channel that suits their needs at that time,” said Nielsen Estonia Retail Trade Customer Service Manager Oliver Rist. He pointed out that Estonian retailers and manufacturers will have to think more and more about how to meet consumers' wishes, and to combine the advantages of the physical store with digital opportunities.

The survey demonstrated that from among the technical options currently available, Estonians prefer saving time by using self-service tills (19% of respondents do so), and hand-held scanners (used by 14%). If there were sufficient technical options available, 58% of Estonians would be prepared to make their shopping by using self-service tills, and 60% would be prepared to use hand-held scanners.