Handel elektroniczny w Gruzji na tle Polski: zachowania konsumentów i gotowość cyfrowa przedsiębiorstw
E-commerce in Georgia compared to Poland: consumer behaviour and digital readiness of enterprises

Author(s): Natia Surmanidze, Kalina Grzesiuk
Subject(s): Sociology
Published by: Wydawnictwa Uniwersytetu Warszawskiego
Keywords: digital commerce; e-commerce; consumer’s behaviour; digital transformation; Georgia; Poland
Summary/Abstract: This study examines the development of digital commerce in Georgia, focusing on consumer behaviour and the level of digital readiness among e-commerce companies. A mixed-methods approach was used, combining an online survey of 312 consumers with semi-structured interviews with managers of Georgian e-commerce companies. The research outcomes demonstrate that age and income significantly influence the frequency of online purchases, preferences for channels, and the use of mobile apps. Companies are demonstrating uneven progress in their digital transformation, with logistical constraints and the partial implementation of digital tools remaining key barriers. The results were compared to the context of Poland, which – as statistics show – is at a higher level of e-commerce market maturity.

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