Mobile e-commerce sales grew well above that experienced by overall e-commerce in Estonia in 2021 – however, growth in 2021 was slower than in 2020. This is a reflection of the comparative newness and lack of development in the channel, which was seeing explosive triple figure growth as recently as 2017.
Mobile e-commerce retailers have been in a very strong position to exploit the shift to online created by the pandemic, thanks to very high levels of smartphone penetration, exceptional digital connectivity and high levels of consumer trust in the channel. The fact that consumers are spending more of their social lives on their devices has also widened the potential consumer base.
Sales in 2021 have also been helped by high levels of investment in apps. Rather than just expect new mobile e-commerce consumers to use websites, leading retailers have already set up mobile-friendly sites with easy payment systems.
There is substantial opportunity in mobile e-commerce over the forecast period. This is possible because of the well-developed infrastructure.
Convenience trends will continue to be the key driver in sales via mobile e-commerce in 2021. The fact that consumer’s digital life can now to an extent be wholly fitted onto a mobile device gives the model significant competitive advantages going forward.
Although the take-up in mobile e-commerce is beginning to spread through an increasingly wide range of the consumer base, Estonia’s Gen Z and millennial consumers remain the key drivers. Mobile e-commerce retailers should look to target as wide a part of the base as possible, but in the short term, younger digital natives should be the priority.
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Understand the latest market trends and future growth opportunities for the Mobile E-Commerce (Goods) industry in Estonia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Mobile Internet Retailing includes sales through mobile devices such as smartphones and tablets. Please note that these sales are also included in the Internet Retailing Channel. Mobile Internet Retailing is also known as m-commerce.
See All of Our DefinitionsThis report originates from Passport, our Mobile E-Commerce (Goods) research and analysis database.
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