The e-commerce revenue in 2024 was $6.27 billion, and it is expected to reach $7.07 billion in 2025. Approximately 44 percent of online shopping was spent on goods, 22 percent on services, and 34 percent on traveling. The biggest revenues came from fashion and electronics. Germany, Sweden, and China continue to be the top countries for online orders according to the Finnish postal service. In 2024, Germany led with 42 percent of orders, followed by Sweden at 33 percent and China at 31 percent. Other notable countries include the UK (13 percent) and the United States (11 percent).
Top products
The most popular product categories purchased by Finns from foreign online stores were clothing and shoes (36 percent), consumer electronics and accessories (18 percent), cosmetics (14 percent), and sports and leisure items (13 percent). These figures reflect the strong demand for fashion and electronics, while also highlighting the interest in cosmetics and leisure goods among Finnish consumers shopping abroad. Buying groceries online has taken big steps forward, and consumers have continued buying groceries and takeout online after COVID-19. The percentage is still relatively low, 13 percent in 2024 as Finns prefer buying groceries from a physical store.
Values
After a slight decline in 2021, Finland’s e-commerce market revenue is on an upward trajectory. In 2024, the revenue reached $6.27 billion. It is expected to show an annual growth rate of 7.75 percent, resulting in a projected market volume of $9.53 billion by 2029 according to Statista. This growth is fueled by an increase in e-commerce users and substantial investments from companies, which are allocating budgets to enhance their e-commerce operations and further expand their market presence. Major investments in logistics infrastructure have been impactful. For instance, Finland’s national postal service, Posti, has undertaken extensive investment in expanding its parcel locker network nationwide, creating one of Europe’s densest networks. This investment has not only streamlined deliveries but also substantially improved supply chain efficiency for businesses, facilitating smoother B2B transactions by ensuring faster, more reliable distribution channels.
Demographics
The gap in online shopping habits between age groups in Finland remains notable in 2024. Young adults are the most active, with 83 percent of 25–34-year-olds, 78 percent of 35–44-year-olds, and 70 percent of 16–24-year-olds having bought something online in the past three months. In contrast, just 33 percent of 65–74-year-olds and only 10 percent of those aged 75–89 reported doing the same. Even among the 55–64 age group, online shopping is less common, with just 52 percent participating. These figures underline the persistent digital divide that shapes e-commerce participation in Finland.
Distribution of total online shopping is relatively balanced, with a share of 47.9 percent of men and 52.1 percent of women. There is also no significant income disparity in e-commerce usage, as high, medium, and low-income groups are engaging in e-commerce at similar levels.
Legal and Regulatory
Finland applies EU’s E-Commerce Directive
The European Union has introduced a new VAT e-commerce package, which will facilitate cross-border trade, combat VAT fraud, and ensure fair competition for EU businesses. These new rules have been in force as of July 1, 2021. There are no local incentives or initiatives for e-commerce.
The most important rule for a foreign company building e-commerce in Finland is to make sure that their platform will support local enterprise resource planning systems (ERP), customer relationship management (CRM), local payment methods, and Finnish Post. If they don’t, it will be impossible to do business here.
Most Finnish laws relevant to online business activities apply to all business activities, not just online business. The most relevant regulations to online business are: the Consumer Protection Act, where distance selling regulations are applied to ECommerce, the Information Society Code (917/2014), which sets regulations on e-privacy, consumer protection, communications networks, and data security with the aim to promote simplified procedures and equal opportunities for service providers in the market; and the Personal Data Act (1523/1999) and GDPR, which cover the processing of personal data of EU subjects in connection to the offering of goods and services.
There are no business/legal obstacles to prevent online/e-commerce financial transactions in Finland. The key is to offer suitable payment methods.
Consumer Behavior
In early 2025, 82 percent of individuals made online purchases in the past 30 days and 20 percent do it weekly. In autumn 2024, 22 percent shopped second-hand and only 16 percent actively considered sustainability when making online purchases according to PostNord’s survey. This suggests that although many Finns enjoy online shopping, sustainability concerns are not yet a major factor for most consumers. Finnish shoppers tend to focus more on convenience and price.
Many Finns believe that there are advantages to shopping online, finding it cheaper and more convenient, offering a larger and better range of goods and services, and saving time when compared with traditional brick-and-mortar retailers. These are also the drivers for online purchases in addition to around-the-clock availability. Finns are conscientious buyers and made somewhat fewer customer returns compared to many other European customers.
The most frequently used online stores in Finland were Zalando (German), Verkkokauppa.com (Finnish), Temu (Chinese), Gigantti (Norwegian), H&M (Swedish), and Finnish liquor monopoly Alko. Quality raises the most doubts in big foreign marketplaces. Also, ethics and the difficulty of contact in problem situations are perceived as a challenge to use these channels. Among international online marketplaces, the most popular international marketplaces were Zalando, Temu, and Amazon.
B2B payment methods have seen substantial growth in 2024. Buyers and sellers value slightly different features. Order tracking and real-time availability are equally important to both as well as the renewal of an old order. Sellers value features in integration, customer-specific price list, discounts, and selection much higher than buyers. Overall ECommerce has taken giant steps in the past year and there is no turning back when both consumers and business increase their demands for ECommerce providers.
In 2024 online banking still dominates, making up 57 percent of all transactions. Mobile payments follow as the second most popular option, accounting for 30 percent of payments. Credit card payments represent eight percent, while invoice payments are used in two percent of transactions. Other methods contribute three percent of the total payments. MobilePay is the most popular payment brand with 70 percent of consumers choosing it as payment method. Klarna follows at 68 percent, and PayPal at 60 percent. Other popular options include Google Pay (28 percent), Trustly (27 percent), and Apple Pay (19 percent), whose usage is rapidly increasing (106 percent increase in 2024). Domestic service Nordea Siirto is used by 11 percent, while Mastercard Click to Pay accounts for five percent. Smaller shares are held by AfterPay and Meta Pay at one percent each.
B2B payment methods in the goods sector are becoming more popular with larger purchases like furniture and electronics.
Finns are still careful when saving their card information into different online sites and this is why online banking as a payment method still has a strong foothold. The popularity of invoices or partial payments is increasing for larger purchases, and the average purchase of mobile payments is growing.
Finns differ from their European and other Nordic colleagues when it comes to package delivery options and speed. Finns prefer to collect from a parcel machine or from a distribution point at a time convenient to their schedule, whereas other Europeans prefer home delivery. According to Statista, 80 percent of online shoppers have used self-service parcel terminals whereas 47 percent have used home deliveries. 42 percent have used the mailbox or letterbox option for deliveries. Finnish consumers value convenience and flexibility in how they receive online orders, sometimes even more than raw speed.
Digital marketing and social media
Digital marketing in Finland has grown rapidly in the past few years, and more Finnish service providers, including traditional marketing companies (Digital Marketing Finland Oy, Avidly), have arisen to help companies to provide their services. Facebook and Google have established strong positions in Finland, accounting for approximately half of all digital marketing nationwide.
Nearly all consumers use social media and instant messengers. Search engines are the most important source of information when searching for product information. Finns also check manufacturers and brand websites more than other Europeans. The most popular social media channels by platform of total population in 2024 were Facebook (61 percent), Instagram (40 percent), and YouTube (38 percent). Out of messenger applications, WhatsApp ranked highest, leaving behind both Instagram and Facebook Messenger in terms of daily usage.
There are several smaller seminars on ECommerce around Finland, but the biggest one is the yearly expo Smart Commerce. The next iteration will be held on February 5, 2026, in Helsinki. A new event, called Click Commerce, is set to take place in the spring of 2026.
Finland also participates in major online shopping events, including Black Friday, Cyber Monday, Summer and Winter Sales, Back to School promotions, and others.
Resources
Statista
PostNord Survey 2025 and 2024
Businesswire Finland Ecommerce
Paytrail 2023 and 2024
Paytrail Verkkokauppa Suomessa 2024
Posti Verkkokauppamittari 2024 and 2025
Statistics Finland
Ecommerce News
Information
Interested parties may contact Commercial Specialist Tiina Ketelä-Juvonen, tiina.ketela@trade.gov