Online shopping penetration in Finland 2021, by gender and age group

Online shopping is a popular way of purchasing any products and services over the internet. In 2021, 81 percent of men and 79 percent of women in Finland had shopped online at some point.

Online shopping is popular among all generations

Online shopping penetration was highest among individuals aged between 25 and 44 years old, reaching 96 percent. The corresponding figure in the age group of 75 to 89-year-old category was 27 percent. While online shopping is used for purchasing all kinds of goods. 54 percent of Finns buy clothing and footwear, followed by home electronics.

Cross-border purchases are an important factor for Finnish e-commerce

Online shopping allows customers to purchase goods from national and international sellers. Over three-quarters of Finns bought online goods from national sellers in 2020. At the same time, cross-border purchases amounted to 64 percent: 44 percent of individuals made cross-border purchases from EU sellers, while 20 percent of individuals purchased online from non-EU sellers.
Although the percentage of national purchases is high, only 14 percent of enterprises made B2C e-commerce sales via a website in Finland in 2020.