E-commerce in Finland

The purchasing power per capita is around 22,626 euros, which corresponds to 10th place in Europe. This puts Finland in third place within Scandinavia - behind Norway and Sweden.

Finland is the 38th largest e-commerce market in the world. The high purchasing power, digital affinity and increasing acceptance of online shopping - even among older age groups - make the market attractive. The quality and origin of the products are particularly important to Finnish consumers.

E-commerce use is widespread among all age groups. Around 4.1 million online shoppers are expected by 2025 - that corresponds to over 70% of the population.

About 59 % of consumers shop online at least once a month. Older target groups are also increasingly integrating online purchases into their everyday lives. Mobile commerce is on the rise, particularly among younger users, espacially in the fashion and electronics categories.

Finnish consumers are increasingly becoming convenience-oriented online shoppers, with young people in particular driving the e-commerce market forward - half of 18 to 29-year-olds will be shopping online every week in 2025, which indicates a growing familiarity with and dependence on online retail and suggests further market growth. People shop frequently in these product categories:

Although online banking payments are preferred, their popularity is noticeably declining - particularly among older target groups. At the same time, credit and debit card payments and mobile payment methods such as Apple and GooglePay are increasing.

In Finland, local providers are increasingly gaining market share - alongside established international platforms.

There is a clear trend in delivery:

Depending on the product group, the return rate is between 2-10 %, with up to 50 % of fashion items being returned. On average, women return items more frequently than men - according to surveys, 50% of men have never returned an order, while 55% of women return only occasionally.

Returns in Finland are preferably made via self-service parcel machines - a flexible, contactless solution that has become widely accepted.

As an e-commerce market, Finland offers an interesting combination of high purchasing power, digital maturity and growing sales. Successful providers rely on clear product information, high quality goods, reliable payment methods and customer-oriented logistics solutions.

Particularly noteworthy are the high acceptance of parcel vending machines, the dominant role of online banking and the rise of mobile commerce - developments that also make the Finnish market attractive in the long term.