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Most popular online shops among consumers in Finland 2019

According to a survey from 2019, fashion retailer Zalando and electronics retailer were the most favored online shops among Finnish consumers. As of 2019, roughly 15 percent of the respondents in Finland made a purchase during the last six months on these online shop websites. Other popular online retailers included Adlibris, CDON, Amazon, and eBay.

Active e-shoppers

The Finnish e-commerce market has grown rapidly in the past years. Based on 2019 survey results, over half of Finns shopped online at least once a month or more. Nonetheless, only seven percent bought online weekly. Despite the significant increase in digital purchasing, the Finnish e-shoppers were still behind other Nordic countries in terms of online shopping penetration as of 2019.

Leading product categories

Finns not only rely on foreign retailers for online purchases. Domestic online stores, such as, Elisa, and Kärkkäinen are also popular. A 2019 e-commerce survey shows that the most popular product categories for online purchases from online retailers were clothing and footwear (especially for women), home electronics, and media products, such as CDs, DVDs, games, books, and magazines. Finnish consumers, who bought CDs, DVDs, or games, estimated that over 50 percent of their purchases were made online.

From which of the following online shops have you made purchases during the past six months?

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Release date

September 2019



Survey time period

June to July 2019

Number of respondents

1,951 respondents*

Age group

18-79 years

Special properties

Internet users

Method of interview

Online panel

Supplementary notes

This question was phrased by the source as follows: "From which of the following online shops have you bought during past 6 months?"

Multiple answers were possible.

*The total number of respondents from Finland was 2,140.

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