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E-commerce in Finland - statistics & facts

Over the last few years, e-commerce has become increasingly popular in Finland. This is shown by the rising number of e-commerce users in the country. The Statista Digital Market Outlook estimates that there will be 4.1 million Finnish e-commerce users by 2025. Moreover, in 2020, e-commerce in Finland generated approximately 6.1 billion euro, a significant increase compared to the previous year.

Online shopping, payment, and delivery

Finns enjoy purchasing physical products and services over the internet. The online shopping penetration is highest among individuals aged between 25 and 44 years old, reaching 96 percent of consumers in this age group. E-commerce is equally popular among Finnish men and women. While Amazon ranks among the leading online stores in other countries, Finnish consumers do not favor it as much. A survey conducted by the Statista Global Consumer Survey in 2021 shows that Verkkokauppa.com is the most visited web shop in the country.
Regarding payment options, Finns preferred to pay with debit or credit card for products which they bought over the internet in 2020. However, based on the 2020 e-commerce survey, online banking was the most common payment method for online purchases in the country, followed by card payment.
In the same year, the majority of consumers chose for their online orders to be delivered to a parcel machine or another external distribution point; relatively few Finns wished for their goods bought online to be delivered directly to their home address.

COVID-19 impact

The coronavirus (COVID-19) pandemic and the growing popularity of e-commerce led to a slight increase in online purchases. However, six in 10 Finnish respondents stated that the percentage of online purchases that they made remained the same as before the pandemic. Nevertheless, not only customers felt the impact of the COVID-19 crisis. Also, businesses needed to change their B2B e-commerce sales channels. Due to restrictions, face-to-face sales were no longer possible. As a result, personalized sales work via video conferencing and other online tools, such es emails, or online chats, became the main sales channels.

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