Statistics and trends of Estonian e-commerce

Take a closer look

What is being bought?

In Estonia, it is estimated that 77% of the population makes e-purchases. The pandemic has increased this ratio — five years ago, the share of e-shoppers was ten percentage points lower. The most active e-shoppers are in the UK (95% of the population), the Netherlands and Norway (92%) and Denmark (90%). Of the euro area countries, the share of e-shoppers is more modest (just over half of the population) in southern Europe — Portugal (63%), Italy (57%) and Cyprus (55%). In Bulgaria and Romania, however, only less than half of the population makes e-purchases.


What has happened to the packaging volumes?


In 2020, due to the pandemic, e-commerce grew by 50% instead of the usual 20%. 9 million parcels ordered by companies by private individuals moved to parcel machines, and in 2024 already 17 million parcels.

Omniva holds the largest market share, 45% of the market volume, followed by DPD and Smartpost between 27-28%, depending on the month, and Venipak 3%. Unisend is also likely to become a significant market player in the coming years (since much of Temu's volume comes through them).

In general, concert, cinema and theater tickets are most often purchased online, which is as much as 42% of purchases. Electronics ranks second with 30%, clothing, footwear 25%, cosmetics 23%, furniture 23%, perfumes 21%, sporting goods 19%, toys and children's clothing 18%, groceries 12%, medicines 7%.

Sources: Ministry of Economy and Communications, Bank of Estonia, Statistics Office, Estonian E-Commerce Association, Kantar Emor, DPD, eCommerce Europe.

Where can I view various statistics and initial data on e-commerce for myself?

There is no clear definition of e-commerce in the European Union and the Member States - therefore the question is - should only e-goods or e-services go under this category? And if services, then what about air tickets, concert tickets or even lottery? Therefore, there is a bit of confusion here as to who measures what and how.

Additional information and suggestions:
Tõnu Väät
, Chief Executive Officer of Estonian E-Commerce Association

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