E-commerce in Estonia - statistics & facts

Estonia has the highest online shopping penetration in the Baltics, with seven out of ten residents having purchased goods and services online over the past year as of 2022. Moreover, Estonian consumers spend the most on online purchases, significantly more than shoppers in Latvia and Lithuania. In 2022, the average e-commerce spending in Estonia exceeded 1,500 U.S. dollars per capita, which was the highest value in Central and Eastern Europe (CEE). As a result, e-commerce earnings represent a larger share of the Estonian gross domestic product (GDP) compared to other Baltic countries, at nearly six percent in 2022. Some of the leading e-commerce platforms in Estonia include Hansapost and Kaup24, both part of the Pigu Hobby Hall Group (PHH) headquartered in Finland, as well as the furniture retailer On24.

Apparel e-commerce in Estonia

Apparel is one of the most popular product categories purchased online in Estonia, with nearly one-third of the population having purchased clothing items, footwear, and accessories in the past three months as of 2022. At the same time, apparel also has the highest e-commerce return rate, at 30 percent. Estonian consumers could order clothes from domestic marketplaces as well as from foreign online stores, with Zalando, H&M, and Zara present on the market. As of 2023, over 40 percent of Estonian e-shoppers purchased apparel and accessories from cross-border e-commerce providers.



E-commerce delivery in Estonia

The majority of e-shoppers preferred to pick up their orders from parcel locker stations or receive them at home. Estonia headquarters Omniva, formerly known as Eesti Post. Omniva is the largest e-commerce delivery services provider in the Baltics. The company has over 150 pick-up and drop-off locations (PUDOs) and over 320 automated parcel machines (APMs) in Estonia. Other leading out-of-home (OOH) delivery market players in the country include Itella (Posti), DPD, and Venipak. Estonia is the largest market for Venipak, an express parcel delivery provider based in Lithuania. In 2022, Venipak generated a revenue of 7.4 million euros from sales in Estonia.
This text provides general information. Statista assumes no liability for the information given being complete or correct. Due to varying update cycles, statistics can display more up-to-date data than referenced in the text.
Published by Statista Research Department, Jan 10, 2024

Key insights

E-commerce ARPU in Estonia
974.1 USD
E-commerce penetration among female internet users in Estonia
78.8%
Most visited e-commerce website in Estonia
Teila.ee
Get more insights

Editor’s Picks Current statistics on this topic

Revenue of the e-commerce industry in Estonia from 2019 to 2029 (in billion U.S. dollars)

E-Commerce

Revenue of the e-commerce industry in Estonia 2019-2029

Number of users of e-commerce in Estonia from 2019 to 2029 (in millions)

Key Figures of E-Commerce

Number of users of e-commerce in Estonia 2019-2029

Most popular e-commerce payment methods in Estonia in 2022

Online Retail

Preferred e-commerce payment methods in Estonia 2022

Related topics

E-commerce in the Baltics

3

E-commerce segments

3

Recommended statistics

Overview

9

Overview

Usage

9

Usage

Enterprise usage

7

Enterprise usage

Product categories

9

Product categories

Delivery

5

Delivery

E-commerce payments

3

E-commerce payments

Consumer behavior

10

Consumer behavior

Further reportsGet the best reports to understand your industry

Contact

Get in touch with us. We are happy to help.
Statista Locations
Contact Meredith Alda
Meredith Alda
Sales Manager– Contact (United States)
Email
support@statista.com

Mon - Fri, 9am - 6pm (EST)

Contact Yolanda Mega
Yolanda Mega
Operations Manager– Contact (Asia)
Email
asia.support@statista.com

Mon - Fri, 9am - 5pm (SGT)

Contact Kisara Mizuno
Kisara Mizuno
Senior Business Development Manager– Contact (Asia)
Email
asia.support@statista.com

Mon - Fri, 10:00am - 6:00pm (JST)

Contact Lodovica Biagi
Lodovica Biagi
Director of Operations– Contact (Europe)
Email
eu.support@statista.com

Mon - Fri, 9:30am - 5pm (GMT)

Contact Carolina Dulin
Carolina Dulin
Group Director - LATAM– Contact (Latin America)
Email
latam@statista.com

Mon - Fri, 9am - 6pm (EST)

Menu