Nine in every ten of those with access to the internet have shopped online and more than two-thirds of them do so at least once every month.
This is similar to the situation in a number of other EU countries, namely the United Kingdom, Denmark, Germany, Sweden and Luxembourg. A survey conducted in April by MISCO investigates the behaviours and perceptions shaping online shopping trends in Malta.
The results show that nearly three-fourths of online shoppers in Malta purchase clothing and footwear, the biggest consumption category. Online fashion store Asos, is in fact reached out to by 17% of online shoppers, the third-largest after e-commerce giants Amazon (34%) and eBay (37%). In the EU, clothes are also the most popular online purchases.
The travel market has also seen a marked shift towards online purchasing, and more than 60 percent of e-buyers purchase their flight tickets and hotel stays through internet merchants.
Around a quarter of online shoppers said they bought groceries online, equivalent to just under a fifth of the whole population. On the other hand, the consumer products least bought online are electronics and gadgets (8%) and durable home appliances and furniture (5%).