Access to the internet in Georgia continues to rise, while the number of computer-literate consumers is also increasing and more shoppers are seeking convenient methods of shopping. The wide range of products and lower prices of apparel and footwear and consumer electronics overseas are encouraging an increasing number of Georgians to visit the websites of international players such as Amazon.
Internet retailing appears to offer a promising track for take-off for minor retailers. Before the spread of internet retailing, smaller business entities aiming to enter retailing faced a huge obstacle in the shape of the established store-based retailers with loyalty programmes, strong branding and financial strength.
The rapid development of banking within the past decade in Georgia led to higher levels of trust in online payment systems. The low rates of online fraud in inbound trade encouraged shoppers to make online transactions without fear of losing their money.
Amazon enjoys high levels of brand awareness among Georgian consumers. Apparel and footwear, consumer electronics and media products are popular among the retailer’s customers.
Goodwill ranked second in internet retailing in 2018 with its online portal www.goodwilldelivery.
Domestic players are enjoying success in competing with the large players. The lack of a requirement for physical stores and large numbers of staff allows small companies to offer lower prices on their products.
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This industry report originates from Passport, our Retailing market research database.