Number of online purchases made per day in Estonia doubles in 4 years (1)
An average of slightly more than 70,000 online purchases were made per day in Estonia in the first quarter of 2016 — almost double the number of purchases made per day in 2012, the Bank of Estonia said on Tuesday.
There has been a notable increase in the number of online purchases made using online bank transfer or bankcard in recent years. The Bank of Estonia, the country’s central bank, began collecting statistics on the use of online bank transfers in 2012, when bank transfers were used to make approximately 30,000 purchases per day. During the first quarter of 2016, bank transfers were used 49,000 times per day to pay for online purchases.
An online bank transfer can only be used for purchases from Estonian online stores, which according to Estonian E-Commerce Association data number approximately 2,000 today.
It is also possible to pay by bankcard in many online stores, but this option is not as popular as online bank transfers; just 1,000 bankcard purchases per day on average are made in Estonian online stores.
Online purchases from foreign merchants using a bankcard, however, have increased threefold since 2012, to an average of approximately 20,000 purchases per day in the first quarter of 2016.
During that same quarter, the average size of a payment by online bank transfer was 51 euros, and the average size of an online card purchases was 49 euros. Card purchases in Estonian online stores averaged approximately 66 euros. Comparing use of debit and credit cards, the average debit card payment was 43 euros, while the average payment amount using a credit card was 59 euros.
The rapid growth in online shopping was also reflected in Statistics Estonia data. The number of retail merchants grew by three percent from 2014 to 2015, and the turnover of companies whose main focus is mail or online retail increased by 35 percent. At 2.6 percent in 2015, up from 2 percent in 2014, however, their turnover remained relatively modest when measured as a share of total retail turnover.
An average of one million domestic payments, with a total value of €352 million, were made in Estonia per day during the first quarter of 2016. While the total number of payments was 5.3 percent bigger than in the first quarter of last year, the total turnover was smaller by 4.7 percent.