Online Shopping in Georgia: Who Buys and How Often?

As part of the BESIDE 2024 project — the largest study on the penetration of product categories, household goods, electronics, various services, and consumer habits — we analyzed urban consumer behavior in the online shopping space. The research covers purchases made on online stores and marketplaces, as well as the frequency and motivation behind such purchases.

Below are the key findings and insights from the study.

The Big Picture: Who Is Already Shopping Online?

According to the data, 71% of residents in the cities of Tbilisi, Rustavi, Batumi, and Kutaisi, aged 18 to 55, have experience with online shopping. Among them:

52% are active buyers who made at least one online purchase in the past year,

19% are occasional buyers who have shopped online before, but not within the last 12 months,

29% have never made an online purchase.

It’s worth noting that in 2022, the share of online shoppers was only 42%, indicating significant growth in trust toward e-commerce and the increasing role of online shopping in everyday life.

The Role of the Internet

Online shopping is directly linked to internet access and usage frequency. Among respondents, 93% are daily internet users, providing a solid foundation for the development of digital sales channels.

Who Are These Buyers?

Women in Georgia are more active online shoppers than men.

Young consumers are the core audience: nearly 60% of all online purchases are made by people aged 18 to 35.

The most active age group is 26–35 (35%), followed by 18–25 (27%).

How Often Do They Shop?

Among those who made online purchases within the past year:

47% shop online more than once a month, indicating the formation of a regular habit,

27% shop once every 2–3 months, and 26% once every 3–6 months,

Only 13% shop less than once every six months, leaving room for increased engagement.

Geographic Distribution of Activity:

The highest share of active online shoppers is observed in Tbilisi (53%) and Rustavi (52%). Batumi (43%) and Kutaisi (40%) show slightly lower engagement, which may be due to differences in infrastructure or delivery logistics.

Age & Frequency Trends:

The younger the consumer, the more frequently they shop online. In the 18–25 age group, 22% place online orders several times a month. Similar patterns are seen among those aged 26–35. As age increases, this activity drops: only 9% of people over 46 shop online that often. This highlights the importance of developing user-friendly interfaces and services tailored to older demographics.

What Does This Mean for the Market?

The growing number of online shoppers and the rising frequency of orders send a clear signal to businesses: e-commerce in Georgia is gaining momentum. The main growth drivers remain young people, women, and urban residents.

Join the next wave of the BESIDE study in 2025!
If you’d like to learn more or become a partner of the project, get in touch with us for more information.