Estonia - Country Commercial Guide
Last published date:

General Overview

Estonia’s strong digital infrastructure and tech-savvy population have contributed significantly to the growth of e-commerce. The country’s well-established digital identity system and e-residency program make it easy for both residents and international entrepreneurs to engage in online business activities. E-commerce in Estonia has experienced steady growth, with an increasing number of consumers turning to online shopping for convenience and variety. This growth has been particularly pronounced in the wake of the COVID-19 pandemic, as more people have adopted online shopping habits.

Estonian e-commerce companies have been quick to adopt advanced technology and automation to enhance customer experiences and streamline operations. Artificial intelligence, machine learning, and big data analytics are increasingly used for personalization and data-driven decision-making. In 2022, e-commerce turnover in Estonia was 3.54 billion euros (according to the data of the Bank of Estonia), which means more than one billion euros, or a 34 percent increase compared to 2021. E-commerce already accounts for at least 20 percent of the total volume of retail trade. More information is available from the Estonian Ecommerce Association.

Legal & Regulatory

eCommerce is regulated by the Consumer Protection and Technical Regulatory Authority in accordance with EU ecommerce regulations.

Consumer Behavior

Estonians believe in the parcel machine - 80 percent of purchases are ordered to the automated pick-up lockers which are widely distributed around the country. After the pandemic, concert, cinema, and theater tickets are the most purchased online, which is as much as 42 percent of purchases. In addition, electronics are in second place (30 percent), clothes and shoes (25 percent), Cosmetics (23 percent), furniture (23 percent), perfumes (21 percent), men’s clothes (20 percent), sporting goods (19 percent), toys and children’s clothes (18 percent), food products (12 percent), medicines (seven percent). Estonia has a well-developed banking sector dominated by both domestic and foreign banks. Visa and Mastercard were the most preferred e-commerce payment methods in Estonia.