While young people and women in Estonia discover the convenience of online shopping during summer, men value flexibility the most.
A summer consumer survey conducted by SmartPosti reveals that the most active online shoppers are Estonians aged 30–39. As many as 41% of respondents in this age group say they make more online purchases during the summer months — for example, buying more seasonal gear and clothing. Among younger respondents (ages 18–29), one-third share the same opinion.
Among older people (60+), nearly one in five say they do not use parcel lockers at all during the summer. This indicates that shopping habits vary significantly across generations during the summer season.
Gender differences also stand out clearly in the survey results. Five percent of men and three percent of women say they use parcel lockers more often in summer than before — meaning men perceive a slightly greater increase in frequency than women.
“These results give us a good picture of how different target groups use parcel lockers,” says Sander Borodkin, Head of Sales at SmartPosti. “For younger people, parcel lockers are a natural part of online shopping, while among older generations, there’s still room for discovery. We also see that women drive the most activity in online stores, whereas men appreciate the flexibility of pickup options — especially amid the changing logistics of summer.”
“When looking at summer shopping habits, it’s clear that Estonians are highly mobile and travel a lot. That’s exactly why a flexible and easily accessible parcel locker service supports their lifestyle,” Borodkin adds.
“The survey confirms that parcel lockers are no longer just a convenience service — they’ve become part of people’s everyday consumption habits, especially among younger generations,” he emphasizes.
The main reasons for using parcel lockers in summer are the increase in online shopping and the flexibility to receive parcels even while traveling or staying at a summer house.
The SmartPosti survey was conducted in June and included 1,000 Estonian residents.