Aficionados and heavy shoppers are customers who make at least four online purchases per month. Estonian supershoppers make an average of six purchases per month, while European Aficionados make as many as seven purchases per month. “Supershoppers, or the most frequent shoppers, are also the most price-conscious. They are known for looking for the best deals, paying attention to campaigns, noticing good prices and reacting quickly. There are also many impulsive shoppers among them – almost a quarter of the supershoppers who participated in the DPD study admitted that their last purchase was made on impulse,” explains Jaanek Kivimurd, Head of Sales and Marketing at DPD Eesti. In terms of product category preferences, footwear is the top category among Estonian supershoppers (71%), followed by cosmetics and health products (71%), and food products are in third place (63%). In Europe, the most popular category is fashion, while in Estonia this category is only in fifth place. Last year, the favourite categories of supershoppers increased in popularity: footwear (+22%), beauty and health products (+17%), and pharmacy and medicine (+21%). At the same time, the fresh food and drink category decreased by 13% over the year. Among online shopping enthusiasts, 59% always look for very good deals, and 69% believe that price is the most important factor when making a purchase decision. 62% of them believe that online shopping saves money. At the same time, 32% of them are willing to pay a high price for quality goods. A quarter also attaches importance to environmental issues and sustainability of both products and the supply chain. In Europe, on average, the topic of environmental and sustainability is more important among supershoppers – 45% consider it important. Supershoppers are motivated to make purchases by various factors, of which free delivery is the most important. This is followed by the speed of delivery (23%), the absence of hidden fees (22%), the quality of product description texts (22%), flexible payment methods (21%) and the possibility of free returns (20%). According to Kivimurda, the DPD Eesti e-commerce study shows that shoppers in the Estonian e-commerce market are active, knowledgeable, but price-sensitive. “Low prices, free delivery, and fast and convenient shopping are of great importance,” he said. Estonian super shoppers made up 22.1% of all regular online shoppers in Estonia in 2023, and they made the vast majority – 57% of all online purchases. The number of e-commerce enthusiasts remained stable over the year, but the volume of parcels they ordered increased.
