Analytics, Financial Services, Internet, Latvia, Retail, Statistics, Technology

People purchased clothes, shoes and sports goods (46%), tickets for events (35%), household goods (34%), electronic equipment (29%) and travel, holiday accommodation (24%) the most. Most of the online purchases carried out by men included electronic equipment (40%) and computer hardware (26%), while women mainly purchased clothes, shoes and sports goods (54%), as well as food and groceries (26%).

More than a half (56%) of young people aged 16–24 who have made online purchases over the past year bought clothes, shoes or sports goods, while almost every third youth purchased electronic equipment (34%) and tickets for events (30%). When carrying out online purchases, seniors (aged 65–74) mostly bought household goods (45%), but they also purchased clothes, shoes and sports goods (21%), as well as tickets for events (19%).

Of all the people who made online purchases over the past year, 81% did so in Latvian online stores, while 46% made purchases in online stores registered in other EU Member States and 40% shopped in online stores from the rest of the world. The popularity of local online stores among the Latvian population has grown by 10 ppt in comparison to 2014 and by 5 ppt in comparison to 2015. The share of population who have shopped in online stores registered in other EU Member States has decreased by 5 ppt  over the year, while the share of population making purchases in online stores registered outside the EU has grown by 7 ppt.

People mostly made small purchases with a value of up to EUR 50 (38%), which is 3 ppt less than in 2015 (41%). Online purchases with a value of EUR 51–100 and EUR 101–500 were made by 27% of the population. The share of large online purchases is increasing slightly – 6% of the population made purchases worth over EUR 501, while only 4% of the population made such purchases during the year before.