Estonia: persons buying services online by type 2022

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Transport services from enterprises constituted the most commonly purchased category among e-commerce services bought for personal use in Estonia. In particular, over a third of Estonian e-shoppers made a purchase in that category in the past three months as of 2022. Ranking in the second place were tickets to cultural and other events, followed by rented accommodation services from enterprises such as hotels and travel agencies.

Share of population that had bought e-commerce services for personal use in the past three months in Estonia in 2022, by type

Characteristic	Share of population
Transport services from enterprises	33.71%
Tickets to cultural or other events	28.57%
Rented accommodation services from enterprises (e.g. hotels, travel agencies)	15.47%
Films, series, and concerts as a streaming service or downloads	14.43%
Music as a streaming service or downloads	13.73%
Computer or other software, including upgrades	13.04%
E-books, online magazines, or online newspapers	8.33%
Games online or as downloads for smartphones or computers	8.33%
Subscriptions to the internet or mobile connection services	8.09%
Subcription to electricity, water or heating supply, waste disposal or similar services	6.17%
Tickets to sports events	5.76%
Rented accommodation services from private persons	5.57%
Other apps (e.g. related to language learning, traveling)	3.73%
Apps related to health or fitness	3.69%
Household services (e.g. cleaning, repair work)	2.14%
Transport services from private persons	1.5%