The Georgian online shopping market is gradually changing. According to Giorgi Kapanadze, CEO of Inex Group, consumers have become more knowledgeable about foreign online stores and now choose platforms based on their specific needs.
Inexpensive services like Temu continue to be popular, but at the same time, interest in the official websites of well-known brands is growing. While on mass marketplaces buyers primarily look for inexpensive goods without a famous brand, for original products from Zara, Adidas, and other companies, they are willing to turn directly to the brands.
According to Kapanadze, these categories cannot be considered direct competitors. Some platforms allow saving money, while others provide the opportunity to purchase guaranteed original goods.
Prices remain an important factor. In some cases, foreign stores offer products significantly cheaper than Georgian sellers. For example, original Italian brands can be ordered directly from Italy at a more favorable price.
The popularity of online shopping has particularly increased after the COVID-19 pandemic, and the emergence of Temu has further accelerated this process. Inex Group expects a further increase in the number of online shoppers due to the spread of the internet and the development of delivery services.
