Navigating the E-Commerce Landscape: Consumer Behavior in Georgia

TEM JOURNAL, vol.14, no.3, pp.2780-2790, 2025 (Scopus)

This study explores consumer behavior in

the e-commerce sector in Georgia, a country in Eastern

Europe, addressing a gap in existing empirical research.

Drawing upon literature on global e-commerce trends,

the research investigates spending patterns, product

preferences, device usage, and satisfaction levels. The

study hypothesizes that gender, device preferences, and

spending habits significantly influence consumer

behavior. Using a cross-sectional survey method, data

were collected from 1900 participants between May and

August 2023. Descriptive statistics were analyzed to

evaluate demographics, consumer satisfaction, and

usage patterns. Findings reveal that Georgian

consumers exhibit cautious spending habits, primarily

purchasing fashion-related items. Mobile phones are the

dominant shopping device, reflecting the importance of

mobile-friendly platforms. While women dominate

online shopping, men spend more per transaction, often

on electronics. Notable challenges include delivery

issues, the "delivery paradox," and a preference for

physical purchases due to trust and product quality

concerns. The study underscores the need for e-

commerce platforms to focus on customer-centric

services, trust-building, and competitive pricing. These

findings have implications for businesses and

policymakers seeking to optimize Georgia’s e-commerce

landscape and align with global trends.