Estonia Country Commercial Guide
Learn about the market conditions, opportunities, regulations, and business conditions in estonia, prepared by at U.S. Embassies worldwide by Commerce Department, State Department and other U.S. agencies’ professionals
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eCommerce
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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 2024, Estonian e-commerce saw fairly strong growth. Revenue rose by about 18 percent year over year, reaching €5.2-€5.4 billion. E-commerce made up roughly a quarter of the whole retail/trade turnover in Estonia. 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 e-commerce 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. 

Recent statistics show that 72 percent of parcels ordered by Estonian residents come from domestic sources, while 28 percent are cross-border shipments. Of these international orders, 80 percent originate from Asia, typically with an average value below €30.

The most popular items purchased online include travel and accommodation services, concert and theatre tickets, and clothing and sports equipment.

Visa and Mastercard were the most preferred e-commerce payment methods in Estonia. 

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Global Business Navigator Chatbot Beta

Welcome to the Global Business Navigator, an artificial intelligence (AI) Chatbot from the International Trade Administration (ITA). This tool, currently in beta version testing, is designed to provide general information on the exporting process and the resources available to assist new and experienced U.S. exporters. The Chatbot, developed using Microsoft’s Azure AI services, is trained on ITA’s export-related content and aims to quickly get users the information they need. The Chatbot is intended to make the benefits of exporting more accessible by understanding non-expert language, idiomatic expressions, and foreign languages.

Limitations

As a beta product, the Chatbot is currently being tested and its responses may occasionally produce inaccurate or incomplete information. The Chatbot is trained to decline out of scope or inappropriate requests. The Chatbot’s knowledge is limited to the public information on the Export Solutions web pages of Trade.gov, which covers a wide range of topics on exporting. While it cannot provide responses specific to a company’s product or a specific foreign market, its reference pages will guide you to other relevant government resources and market research. Always double-check the Chatbot’s responses using the provided references or by visiting the Export Solutions web pages on Trade.gov. Do not use its responses as legal or professional advice. Inaccurate advice from the Chatbot would not be a defense to violating any export rules or regulations.

Privacy

The Chatbot does not collect information about users and does not use the contents of users’ chat history to learn new information. All feedback is anonymous. Please do not enter personally identifiable information (PII), sensitive, or proprietary information into the Chatbot. Your conversations will not be connected to other interactions or accounts with ITA. Conversations with the Chatbot may be reviewed to help ITA improve the tool and address harmful, illegal, or otherwise inappropriate questions.

Translation

The Chatbot supports a wide range of languages. Because the Chatbot is trained in English and responses are translated, you should verify the translation. For example, the Chatbot may have difficulty with acronyms, abbreviations, and nuances in a language other than English.

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