Basic characteristics of Latvia’s e-shoppers

Abstract

Information technology is increasingly permeating the lives of every modern individual, profoundly impacting them as consumers. With e-commerce and online shopping now firmly entrenched in daily routines, it becomes imperative to conduct research and establish a comprehensive e-shopper/e-buyer profile. The purpose of this article is to study modern Internet shoppers in Latvia and describe the profile of a typical e-buyer to identify possible problems and prospects for the development of e-commerce for Latvian companies during the relevant period. The article highlights some aspects that characterize Latvian e-buyers and their behaviour as consumers, analyzing their buying habits by age structure in dynamics and comparing data for the period from 2010 to 2021. The frequency of online purchases by Latvian users is also examined. The key characteristics of several basic portraits of the typical e-shopper in Latvia are substantiated. The analysis employs monographic and statistical methods, and visual images are presented based on Eurostat data. The research authors conclude that the Latvian segment of online buyers is rather conservative, but it is becoming more and more active in exploring the possibilities of online shopping. The key characteristics of several basic profiles of an average e-shopper in Latvia are also justified.