Estonia - Country Commercial Guide
eCommerce

Describes what a company needs to know to take advantage of e-commerce in the local market and covers prominent B2B websites. 

Last published date: 2020-10-15

Total Estonian e-commerce revenue across all product categories is $273 million and is expected to grow to $429 million by 2021.  Fashion is currently the leading product category in Estonia, which accounts for $110.2 million in e-commerce sales, followed by Electronics & Media, which generates $79.7 million in online sales.

For their online purchases 52 percent of Estonians utilize international online shopping platforms like Alibaba, Aliexpress, and Amazon.  The fastest-growing Estonian e-commerce markets are ridesharing and food courier services.  There is a significant increase in the number of online purchases at shopping centers that offer home delivery as well.  Estonia has an extensive network of smart lockers for package deliver, which are used by 86 percent of online buyers for delivery.  46 percent of online shoppers get their purchases delivered by courier services.  Shoppers use three primary methods for paying for internet purchases: internet bank payments through a bank link service (56 percent), card payments (31 percent) and e-wallet solutions like PayPal (8 percent).

Estonia maintains a robust IPR regime.  The quality of IP protection in legal structures is strong, enforcement is good, and infringements and theft are uncommon.  Estonia is not listed in USTR’s Special 301 report or in the Notorious Market report.

Estonian companies offer a full range of services when it comes to strategic and tactical marketing communications, market research, advertising, POS materials, event marketing, PR, cost-effective advertising development and management services for AdWords campaigns, and other online marketing campaigns.  About 57 percent of the Estonian population uses social media, and the leading social networks are Facebook, YouTube, and Twitter.  The Russian-speaking population in Estonia also uses Russian social media, especially Odnoklassniki and VKontakte.

In-country partners: Estonian E-Commerce Association

https://www.e-kaubanduseliit.ee/

E-Commerce is regulated by the Consumer Protection and Technical Regulatory Authority

https://www.ttja.ee/en/consumer/e-commerce/odr-platform

E-Commerce regulations in EU:

https://www.trade.gov/country-commercial-guides/eu-ecommerce