Industry revenue of »other retail sale in non-specialised stores« in Estonia 2011-2023

After witnessing a brief period of growth between 2011-2013, revenues of other non-specialised retail stores in Estonia have witnessed a decline from 325 million U.S. dollars in 2013 to 293 million U.S. dollars in 2019. This can be attributed to the growing user preference towards online shopping, which is gaining rapid popularity, fuelled by the deep discounting strategies, wide product varieties otherwise not available in brick and mortar stores and the robust last mile delivery services. As of 2019, the number of users in the e-commerce domain amounted to 0.7 million and are expected to grow to 0.8 billion in the medium-term. As a result, manufacturers are now increasingly adopting either an omnichannel or a pure online strategy to penetrate into the market, whilst listing themselves on popular platforms such as Amazon. This is one of the key reasons why the share of companies selling online have grown nearly 60 percent in the decade leading to 2018. Amongst the most popular online segments include Electronics and media and fashion.