Ecommerce in Finland

Finland is a country in the Nordics. Compared to other countries in Europe, the ecommerce market is still relatively small. However, it has become increasingly popular. Revenues are expected to increase almost 52 percent between 2024 and 2029.

Content:

• Ecommerce customers in Finland
• The ecommerce market in Finland
• Big online stores in Finland
• Ecommerce events in Finland
• Latest ecommerce news from or about Finland

Ecommerce customers in Finland

As in most other Nordic countries, ecommerce is popular and well-known in Finland. According to Statista, it can be expected that the country will have 4.1 million ecommerce users by 2025. Shopping online is thus quite common. At least 59 percent of men and 58 percent of women had shopped online at some point in 2023.

At least 59% of men and 58% of women in Finland shopped online at some point in 2023

While most ecommerce customers want their orders to be delivered quickly, Finnish consumers stand out in a different way. Instead, they are most interested in being able to choose an alternative delivery location, like parcel lockers. According to research in 2024, over 60 percent of Finnish consumer prefer parcel locker deliveries. Only 15 percent of consumers in the country have a preference for deliveries at home.

According to research in 2022, Finnish consumers see ecommerce as less eco-friendly than other consumers do in the Nordics. A report from PostNord in 2024 suggests that while these consumers are willing to wait for a more sustainable delivery, they do not want to pay extra for it.

PREFERRED PAYMENT METHODS – Finnish consumers often pay for their online orders by online bank payments. The payment method is followed by credit and debit cards. After that comes BNPL solutions. In last place comes Invoice.

CROSS-BORDER – Consumers in Finland are price-driven, as most people are when they do online shopping. Because of that, shoppers often end up at retailers from other countries or international marketplaces. During 2023, at least 74 percent of consumers in the country placed orders at an online store from another country.

Finnish consumers prefer shopping at retailers from Sweden or China when they shop cross-border

The most popular countries to order from are Sweden and China. Temu has already become the most popular marketplace from China where Finns like to shop. Other well-known international marketplaces in Finland are Zalando and Amazon.

CIRCULAR SHOPPING – In 2024, 22 percent of consumers in Finland had shopped online in a quarterly study. This is the lowest amount of circular online shoppers in the Nordics. It suggests that sustainability is not the main concern for consumers in the country.

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The Finnish online retail market

According to Statista, ecommerce in Finland reached a turnover of 5.86 billion euros by 2022. Online retail is expected to continue growing. A forecast says that between 2024 and 2029, online sales will increase three billion euros (an increase of 51.55 percent). This means that the estimated revenue in 2029 is 8.82 billion euros.

When Finns shop online, they buy clothes and footwear most often

When looking at the products that are bought online in Finland; beauty and health, groceries and home electronics together account for 37 percent of all online purchases. More and more people are also ordering their groceries online. In 2019, it was the sixth most popular product category. It advanced to third place in 2024.

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Leading retailers in Finland

According to EcommerceDB, the top five online stores in Finland in 2023 were Verkkokauppa.com, Gigantti.fi, K-ruoka.fi, Zalando.fi, and Alko.fi. In that same year, Verkkokauppa.com generated 230.2 million euros (243 million dollars) in revenue. Gigantti.fi generated sales of 208.7 million euros (220.3 million dollars), while K-ruoka.fi follows with sales of 166.6 million euros (175.9 million dollars).

Together, these stores form a market share of 18.3 percent of the top 100 online retailers in the Finnish ecommerce market. At the same time, Amazon and Temu are also winning ground in the market.

Ecommerce events in Finland

Every year there are several ecommerce events that take place in Finland. We have a handy ecommerce events calendar where you can find all the major online retail events in Europe.

Read all our articles about ecommerce in Finland.