40% of Estonians order at local shops

Major international platforms like AliExpress and Amazon are the most popular online shopping channels among residents of Estonia. But still, slightly more than 40 percent of consumers in Estonia shop online at local ecommerce websites.

Ecommerce in Estonia keeps on growing. The volume of online purchases that were done with bank cards has increased by over 50 percent, compared to the situation in 207, Estonian bank SEB announced. “Part of this growth has reached Estonian online sellers, whose market share of online shopping has increased to from 6 percent in 2017 to 11 percent by the end of 2019.”

Online sellers from Estonia saw their market share increase to 11 percent.

Average online transaction amount: 33 euros

In two years’ time, the average online transaction amount has decreased. From close to 40 euros in 2017, to 33 euros last year. “People are buying more online, which means that ecommerce has become more of a part of our daily lives, with, on average, purchases being made in smaller amounts”, Ainar Leppänen, Member of the Management Board of SEB, says.

Leppänen says to be particularly pleased about local merchants, whose market share of online shopping increased significantly. “This has undoubtedly been supported by the recent launch of new convenience services that are usually paid for exclusively via online purchases. The fastest growth has taken place in ridesharing and food courier services, and we are also seeing a clear increase in the numbers of online purchases provided by shopping centers that offer home delivery”, he added.