The paper aims to analyse the structure of the e-commerce market of Georgia with focus on the consumers (users) and to evaluate potential short-term and long-term trends. Studying e-commerce is a multidimensional issue for academia as there are similarities and differences between developed and developing countries. Additionally, every country has its own characteristics in electronic markets and this paper overviews a specific practical research for Georgia. The research’s major outcome serves to fill the practical analysis gap related to characteristics of users in local e-commerce markets. Therefore, the findings can be a basis and source for upcoming research in this field in Georgia. The authors use the approach of making their own calculations according to their research aims based on the ICT survey database provided by National Statistic Office of Georgia (Geostat). The conclusions section discusses the main findings and provides authors’ recommendations on likely trends in these markets.

Keywords : E-commerce, Digital Markets, Digital Economy, E-commerce in Georgia, Consumer Characteristics in E-commerce.