Ecommerce in Finland

Finland is a country in the Nordics, which joined the Euro in 1999. It is also a member of the European Union since 1995. Finland is known for its high quality education, social welfare and the overall happiness of its inhabitants. Here is everything you need to know about ecommerce in Finland.

Population 5.531 million (2020)
Internet users (% of population) 97%
Online sales 7.4 billion dollars (expected in 2023)
Online stores worth mentioning:, Elkjøp,


Ecommerce in Finland is increasing

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.

Ecommerce customers in Finland

97 percent of the people in Finland are internet users in 2021, Eurostat reports. This makes Finland one of the higher rating countries for internet penetration. Moreover, 81 percent of Finnish are online shoppers according to the Europe E-commerce Report 2022.

Over 80% of Finnish people are online shoppers.

To be more specific, nearly one third of the population purchased something online in three months’ time (28 percent). 40 percent of Finnish people order online frequently, namely 3-4 times over the same period.

In 2021, Finnish consumers preferred using their smartphone for online shopping (63 percent). The laptop and desktop follow that device in second and third place (respectively with 52 and 27 percent).

finland devices

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Popular payment methods and product categories

When it comes to paying for goods bought online, Finnish consumers prefer to use online banking, card, invoice, and PayPal. With 38 percent, online banking is clearly the most preferred payment method, with card occupying second place at 26 percent. Invoice (13 percent) and PayPal (10 percent) are slightly less popular, but should still be considered by online retailers active in Finland.

Top product categories in Finland by revenue share (2021):

  1. Toys, hobby and DIY (31 percent)
  2. Electronics and media (23 percent)
  3. Fashion (22 percent)
  4. Furniture and appliances (15 percent)
  5. Food and personal care (9 percent)

Hobby- and DIY-products are the most popular (31%).

The most popular product categories in terms of revenue are hobby and DIY (31 percent), electronics (23 percent) as well as fashion (22 percent).

The ecommerce market in Finland

In 2021, ecommerce in Finland was worth 7,179 million dollars according to EcommerceDB. Between 2022 and 2025, the market is expected to grow with an annual 12.30 percent. By 2025 the market is estimated to be worth 12.74 billion dollars. In that year, the Finnish online retail market is projected to have over 4 million users.

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Leading online stores in Finland

In terms of users, the biggest online store or platform in Finland is Zalando. Most purchases per user were detected in online grocery stores and When measuring the number of purchases, Chinese ecommerce platforms Aliexpress and are among the ten most used online store or platforms in Finland.

Read all our articles about ecommerce in Finland.

Last update: July 2023