In 2021, e-commerce again registered double-digit value growth, albeit at a lower rate than in the previous year. While e-commerce had been growing strongly over the review period, COVID-19 gave it an extra boost, as consumers turned to online shopping in order to avoid exposure to the virus.
While third party merchants led in terms of value sales, Goodwill was the largest e-commerce player in 2021 and edged passed Amazon, due to the huge increase in value sales of food and drink. The website is the online version of the company’s store-based chain of hypermarkets and supermarkets and offers most of the stock present in the chain.
Amazon enjoys a high level of brand awareness among Georgian consumers. Apparel and footwear, consumer electronics and media products are popular among the retailer’s customers.
E-commerce hugely benefitted from COVID-19 and while e-commerce had been growing strongly prior to the pandemic, COVID-19 gave the channel a fuel injection. While current value growth will be not as high as in 2021, it is expected to continue on a very healthy trajectory over the forecast period.
Access to the internet in Georgia is continuing to expand, and the number of tech-savvy consumers is growing. Consumers are increasingly seeking more convenience when shopping and are turning to e-commerce.
The rapid development of banking in Georgia over the past decade resulted in higher levels of trust amongst consumers in online payments. Indeed, lower rates of online fraud in inbound trade encouraged consumers to shop and conduct other financial transactions online without the fear of losing their money.
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Sales of consumer goods to the general public via the Internet. Please note that this includes sales through mobile phones and tablets (i.e. m-commerce). E-commerce includes sales generated through pure e-commerce websites and through sites operated by store-based retailers. Sales data is attributed to the country where the consumer is based, rather than where the retailer is based. The definition of e-commerce is agnostic as to where actual payment takes place; if an order is initiated online, it is considered to be an e-commerce transaction, even if the order is ultimately paid for in-store (or elsewhere). As a result, all ‘click-and-collect’ and ‘collect-at-store’ transactions are counted as e-commerce sales. E-commerce excludes sales of: (a) Consumer-to-consumer (C2C) and business-to-business (B2B) sales, although please note that sales between businesses and consumers (i.e. B2C sales) on sites such as eBay are included; (b) Sales of motor vehicles, motorcycles and vehicle parts; (c) Tickets for events (sports, music concerts, etc.) and travel; (d) Sales of travel and holiday packages; (e) Revenue generated by online gambling sites; (f) Returned products/unpaid invoices; and (h) Internet sales from direct selling companies, as these are tracked in Direct Selling market size/shares. Example e-commerce brands include Amazon.com, Zappos.com, Apple.com, iTunes, Rakuten, Tesco.com, Dell.com, Coles Online, etc. 3rd Party Merchant sales through online marketplaces, such as Amazon.com, eBay.com and Walmart.com, are included and split out in shares. 3rd party merchants are the summation of sales that come from businesses that are present on an online marketplace (e.g. Amazon, Alibaba). Marketplaces are websites that allow multiple merchants to sell on the marketplace website, with the marketplace operator processing the transactions, but many marketplaces provide offer other services as to help with shipping, handling, payment, and product storage. The marketplace is not the merchant of record legally, but for the sake of shares, sales from 3rd part merchants are attributed to the marketplace brand operator.
See All of Our DefinitionsThis report originates from Passport, our E-Commerce (Goods) research and analysis database.
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