Georgia still significantly lags behind EU countries in terms of e-commerce development. According to a study by Galt & Taggart, in 2024, only 4% of Georgian companies engaged in online sales, while the average for the European Union reached 21%. Among large companies, the gap is not so dramatic: 26.6% of Georgian players conducted online trade versus 31.4% in the EU, which indicates a large potential for growth of small and medium-sized businesses.

International platforms Wolt, Glovo, Bolt, and Яндекс, as well as services biletebi.ge and tkt.ge, played a key role in the market development. In the goods trading segment, competition is even higher: Veli.Store and Extra.ge stand out here, while Temu, Amazon, Ebay, Aliexpress, Taobao, Trendyol, Zara, and FarFetch lead in foreign purchases. Temu occupies a particularly strong position, having built its own logistics and simplified delivery to the country.

Since 2018, the volume of e-commerce in Georgia has increased 10-fold and reached 3.5 billion GEL, and in the first half of 2025, the market added another 40% year-on-year. According to Galt & Taggart's forecast, it will grow to 4.7 billion GEL by the end of 2025. Currently, about 10,000 companies sell goods online, with almost 58% using third-party platforms, often combining them with their own websites.