European Ecommerce Overview: Finland
Here’s Finland’s e-commerce overview, featuring essential data on market trends, consumer habits, and the competitive landscape driving online retail growth.
Finland is one of the Scandinavian countries. It might be known for saunas, forests, and winter sports, but the Finnish e-commerce market is growing into something businesses everywhere should watch. The country’s economy is stable and highly digital – and online shopping fits right into that mix.
Finland’s GDP and digital infrastructure continue to support e-commerce adoption, with the population growing increasingly comfortable with buying online — especially on mobile and across borders.
But what’s really happening on the ground with Finnish online shoppers in 2025–2026 in terms of behaviour, preferences, payments, logistics, and where they actually buy?
Let’s dive in.
Finnish e-commerce overview
According to Mordor Intelligence, the Finnish e-commerce market is expected to be worth about $7.71 billion in 2025 and continues to grow with a solid CAGR toward 2030. This growth reflects both broader adoption among consumers and continuing improvements in digital infrastructure.
Trends show that the market continues to expand — even in a climate where overall retail might be slowing due to broader economic pressures. On the domestic front, some reports show:
- e-commerce in Finland grew by nearly 7% in Q3 2025
- retail sector sales jumped by about 1.8%
- the sales of online stores remained unchanged when compared to the previous quarter
What does that mean in everyday terms?
More Finns are buying things online — and doing it more often. Younger shoppers (like ages 18–29) are especially active, with about 50% shopping online weekly in 2025 — up sharply from 33 % in 2024.
Consumer behavior in Finland
Finland has a population of around 5.6 million people, a high online penetration rate of 98.2%, and a digitally savvy consumer base. Those basics set the stage for strong e-commerce habits.
In terms of usage, Finland may have about 4.1 million online shoppers in 2025, making e-commerce a familiar channel for most adults.
Finns tend to be cautious but willing to experiment online. They often research when shopping, and price comparison and product authenticity remain important. Environmental concerns also play a growing role, especially for categories like food, organic goods, and sustainable brands.
And what do Finns buy online?
- Fashion & Apparel are consistently top categories.
- Electronics and media goods remain strong draws, especially for cross-border purchases.
- Grocery online penetration is increasing, though Finns still show strong preferences for physical stores for fresh food.
Across the Nordic region, online buyers appreciate choice, convenience, and delivery options — elements that influence category popularity.
They are also into sustainable shopping and recommerce.
One of the classic hallmarks of Finnish e-commerce has been cross-border buying — and that isn’t changing.
Finnish consumers continue to shop foreign online stores to access broader selection or competitive prices. In 2025, many still prefer purchasing from retailers in Germany, Sweden, and even China, according to trade data — with Germany previously leading order volume for Finns. That means Finnish e-commerce isn’t just local — it’s an international playfield. Brands with strong logistics and competitive pricing can tap into this appetite.
Payment methods in Finland
Finland has long valued secure payments. But how people pay online is shifting.
In the first half of 2024, Finnish shoppers made 152 million e-commerce payments, totalling nearly EUR 11.8 billion — with cards dominating 78% of the number of transactions.
That dominance continues into 2025:
- Debit and credit cards remain the go-to online method, reflecting trust and security.
- Digital wallets and mobile payments are gradually rising (especially among younger buyers).
- Card payment innovation (like offline card payment backups planned in the Nordics) is also shaping future possibilities.
Security concerns still matter — particularly around data protection — but Finnish trust in secure online payment systems is steadily increasing.
Finnish social media
Social media is absolutely part of everyday life in Finland — and as of late 2025, the landscape is settling into a more mature, yet still vibrant phase of usage. According to the latest DataReportal report, there were about 4.10 million active social media user identities in Finland in October 2025, which amounts to roughly 72.9% of the total population actively using at least one social platform.
What’s interesting is not just the sheer number of people online, but how they use social platforms. When we narrow this down to adults (18+), around 3.67 million Finns were on social media at the end of 2025, equivalent to 79.4 % of the adult population. That tells us social media is mainstream across age groups.
Looking across platforms:
- YouTube remains incredibly popular, with its ad reach touching 72.9% of the total population, underscoring how video content dominates engagement.
- Platforms like Facebook and Instagram also play big roles for both personal use and brand marketing, with Instagram’s ad reach at around 43.5% of internet users in late 2025.
- Meanwhile, LinkedIn reaches nearly 41.7% of adults, making it a solid channel for professional and B2B engagement.
- TikTok — known for its explosive growth in younger demos — reached about 29.4% of the internet user base in Finland by late 2025, showing that short-form video still grabs attention.
In a market where nearly three-quarters of the population is active on social platforms, this channel is a must-have for discovery, community building, and influencing purchase behavior. With strong penetration across age groups and platforms, Finnish social networks offer both reach and depth for digital marketing and customer engagement strategies.
Logistics in Finland
Finland’s geography is a bit… unique — lots of land, sparse population in the north, and condensed urban hubs like Helsinki.
That means logistics matter:
- Parcel lockers and pick-up points minimize shipping friction and are extremely popular.
- Service providers like DHL, UPS, and GLS remain key players for delivery coverage across the country.
- Automated parcel networks help reduce costs and speed delivery, especially outside urban centers.
Finns like options — and omnichannel brands that support flexible delivery usually get more repeat business.
source: https://www.logisticsfinland.com/
Opportunities for retailers entering Finnish e-commerce
So, if you’re eyeing the Finnish market in 2025–2026 — what should you know?
Mobile-First Design Helps Conversion
Finns shop often on phones — make the mobile experience easy and fast.
Trust Comes First
Clear product information, secure checkout, and transparent delivery policies matter.
Cross-Border Appeal Remains Strong
Foreign brands still hold appeal, especially for fashion and electronics — as long as prices and delivery expectations are right.
Local Preferences Are Real
Local language support, local returns, and localized customer care win loyalty.
To sum up
The Finnish e-commerce market is still growing, and all signs point to further expansion in 2026. The market is rising steadily and projected to continue beyond 2025 — with B2B e-commerce also accelerating behind B2C growth.
People there might be cautious, but they’re increasingly comfortable buying online, and 2026 could be the year when e-commerce becomes a mainstream purchasing channel for even more product categories and consumer segments.
So yes, the Finnish ecommerce has a big potential still.
There are some similarities to other Scandinavian countries, but there are also differences. If you are into the Scandinavian market, there are also articles about Sweden, Norway, and Denmark.
We have hope that, thanks to this piece, you have gathered some valuable insights about Finnish ecommerce.
