Georgia’s E-Commerce Market to Reach GEL 10.7bn by 2030 — Galt & Taggart Forecast
Georgia’s e-commerce market is set to maintain double-digit growth, expanding at an average annual rate of 20.5% and reaching GEL 10.7 billion by 2030, according to a new study published by Galt & Taggart.
The study projects that the share of e-commerce in total retail turnover will rise to 13% by 2030, up from 8.0% in the first half of 2025, broadly mirroring trends seen in the European Union. Growth in the services segment is expected to slow, as online services are already relatively saturated. As a result, the share of goods in total e-commerce turnover is forecast to increase to 63.0% by 2030 (from 54.3% in 2024), while the services share will decline to 37.0% (from 45.7%).
According to the report, e-commerce growth will be driven by improvements in delivery quality, alongside an increase in the number of users and purchase frequency. These trends are supported by ongoing urbanization, the digital habits of younger generations, wider internet and smartphone penetration, growing bank card ownership, and rising household incomes.
The study identifies four key success factors in the market: price, product assortment, user experience, and delivery speed. Players that manage to combine all four effectively are expected to significantly strengthen their market positions.
Galt & Taggart notes that Georgia’s e-commerce market tripled between 2018 and 2024. In 2024, the total value of goods and services purchased online reached GEL 3.5 billion — ten times higher than in 2018 (GEL 0.3 billion) and three times higher than in 2021 (GEL 1.1 billion). Growth continued into 2025, with the market volume totaling GEL 2.1 billion in the first half of the year, marking a 40.6% year-on-year increase.
The study estimates that around 10,000 companies in Georgia sell products online. Of these, 57.8% use third-party platforms such as Wolt, Glovo, Yandex, Bolt, Veli.Store, and Extra.ge. Many companies adopt a hybrid sales strategy, operating both their own websites and third-party platforms. In 2024, 42.2% of online traders used only their own websites, 30.6% relied solely on third-party platforms, and 27.2% used both channels.
Despite rapid progress, the report highlights that Georgia still lags behind the EU in e-commerce penetration. In 2024, only 4.0% of companies in Georgia were involved in e-commerce, compared to 20.6% in the EU. Among large companies, the gap is much narrower — 26.6% in Georgia versus 31.4% in the EU — indicating that the greatest growth potential lies with small and medium-sized enterprises.
