Executive Summary

Feb 2019
PROSPECTS
Early development phase provides strong growth potential

In Estonia, mobile internet retailing is still in an early stage of development, with value growth being far higher than for internet retailing. Although this technology has been available in Estonia for some years already, only larger retailers were able to implement fully functional and convenient mobile apps and mobile versions of websites.

Importance of instant bank transfers and desire to compare prices limits growth

A significant amount of payments in domestic online retailers are accounted for by instant bank transfers. However, this commonly involves accessing an internet bank, which still requires users to go through a secured login process (involving pin generators etc.

More developments in mobile internet retailing still to come

Over the forecast period, the sales share of mobile internet retailing is set to continue growing strongly. Estonians are increasingly using mobile devices for internet browsing, entertainment and other purposes.

COMPETITIVE LANDSCAPE
Prisma Peremarket among most active players in mobile internet retailing

Prisma Peremarket was behind some of the most noticeable developments within mobile internet retailing in 2018. The company is the leader in hypermarkets and now also offers home delivery.

Demand for convenience to drive mobile sales in future

The convenience trend is expected to play an important role in all retailing areas over the coming years, including mobile internet retailing. Rising demand for convenience is expected to remain key to developments within mobile internet retailing in order for companies to succeed and keep up with developing trends.

More players expected to respond to growing use of wearables

Over the forecast period, it is expected that mobile phones and tablets will continue to be used for a growing number of different purposes. As a result, consumers will spend more time using their phones and other wearables, thus boosting overall sales.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Mobile Internet Retailing in Estonia with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Mobile Internet Retailing in Estonia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Mobile Internet Retailing in Estonia market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed market shares for international and locally-based retailers
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as: 

  • How is Mobile Internet Retailing performing in Estonia?
  • Are consumers switching towards more convenient Mobile Internet Retailing?
  • Are other types of retailing coming under pressure in Estonia?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our 

Retailing market research database

Mobile Internet Retailing in Estonia - Category analysis

HEADLINES

PROSPECTS

Early development phase provides strong growth potential
Importance of instant bank transfers and desire to compare prices limits growth
More developments in mobile internet retailing still to come

COMPETITIVE LANDSCAPE

Prisma Peremarket among most active players in mobile internet retailing
Demand for convenience to drive mobile sales in future
More players expected to respond to growing use of wearables

CHANNEL DATA

Table 1 Mobile Internet Retailing: Value 2013-2018
Table 2 Mobile Internet Retailing: % Value Growth 2013-2018
Table 3 Mobile Internet Retailing Forecasts: Value 2018-2023
Table 4 Mobile Internet Retailing Forecasts: % Value Growth 2018-2023

Retailing in Estonia - Industry Overview

EXECUTIVE SUMMARY

Positive economic development boosts retailing
Convenience trend continues to grow in importance
Competitive environment remains stable
Grocery retailing remains main distribution channel
Forecast performance to be boosted by new developments

OPERATING ENVIRONMENT

Informal retailing
Opening hours
Summary 1 Standard Opening Hours by Channel Type
Physical retail landscape
Cash and carry
Table 5 Cash and Carry Sales: Value
Seasonality
Christmas
Midsummer Festival
Payments and delivery
Emerging business models

MARKET DATA

Table 6 Sales in Retailing by Store-based vs Non-Store: Value 2013-2018
Table 7 Sales in Retailing by Store-based vs Non-Store: % Value Growth 2013-2018
Table 8 Sales in Store-Based Retailing by Channel: Value 2013-2018
Table 9 Sales in Store-Based Retailing by Channel: % Value Growth 2013-2018
Table 10 Store-Based Retailing Outlets by Channel: Units 2013-2018
Table 11 Store-Based Retailing Outlets by Channel: % Unit Growth 2013-2018
Table 12 Sales in Non-Store Retailing by Channel: Value 2013-2018
Table 13 Sales in Non-Store Retailing by Channel: % Value Growth 2013-2018
Table 14 Non-Grocery Specialists: Value Sales, Outlets and Selling Space 2013-2018
Table 15 Non-Grocery Specialists: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 16 Sales in Non-Grocery Specialists by Channel: Value 2013-2018
Table 17 Sales in Non-Grocery Specialists by Channel: % Value Growth 2013-2018
Table 18 Non-Grocery Specialists Outlets by Channel: Units 2013-2018
Table 19 Non-Grocery Specialists Outlets by Channel: % Unit Growth 2013-2018
Table 20 Retailing GBO Company Shares: % Value 2014-2018
Table 21 Retailing GBN Brand Shares: % Value 2015-2018
Table 22 Store-based Retailing GBO Company Shares: % Value 2014-2018
Table 23 Store-based Retailing GBN Brand Shares: % Value 2015-2018
Table 24 Store-based Retailing LBN Brand Shares: Outlets 2015-2018
Table 25 Non-Store Retailing GBO Company Shares: % Value 2014-2018
Table 26 Non-Store Retailing GBN Brand Shares: % Value 2015-2018
Table 27 Non-Grocery Specialists GBO Company Shares: % Value 2014-2018
Table 28 Non-Grocery Specialists GBN Brand Shares: % Value 2015-2018
Table 29 Non-Grocery Specialists LBN Brand Shares: Outlets 2015-2018
Table 30 Non-Grocery Specialists LBN Brand Shares: Selling Space 2015-2018
Table 31 Forecast Sales in Retailing by Store-based vs Non-Store: Value 2018-2023
Table 32 Forecast Sales in Retailing by Store-based vs Non-Store: % Value Growth 2018-2023
Table 33 Forecast Sales in Store-Based Retailing by Channel: Value 2018-2023
Table 34 Forecast Sales in Store-Based Retailing by Channel: % Value Growth 2018-2023
Table 35 Forecast Store-Based Retailing Outlets by Channel: Units 2018-2023
Table 36 Forecast Store-Based Retailing Outlets by Channel: % Unit Growth 2018-2023
Table 37 Forecast Sales in Non-Store Retailing by Channel: Value 2018-2023
Table 38 Forecast Sales in Non-Store Retailing by Channel: % Value Growth 2018-2023
Table 39 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 40 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 41 Forecast Sales in Non-Grocery Specialists by Channel: Value 2018-2023
Table 42 Forecast Sales in Non-Grocery Specialists by Channel: % Value Growth 2018-2023
Table 43 Forecast Non-Grocery Specialists Outlets by Channel: Units 2018-2023
Table 44 Forecast Non-Grocery Specialists Outlets by Channel: % Unit Growth 2018-2023

DEFINITIONS

SOURCES

Summary 2 Research Sources