eCommerce market in Iceland

Iceland is the 72nd largest market for eCommerce with a predicted revenue of US$906.2 million by 2025, placing it ahead of Kenya. Revenue is expected to show a compound annual growth rate (CAGR 2025-2029) of 2.6%, resulting in a projected market volume of US$1,004.1 million by 2029. With an expected increase of 3.4% in 2025, the Icelandic eCommerce market contributed to the worldwide growth rate of 9.8% in 2025. Like in Iceland, global eCommerce sales are expected to increase over the next years. Seven markets are considered by ECDB within the Icelandic eCommerce market. Hobby & Leisure is the largest market and accounts for 25.7% of the Icelandic eCommerce revenue. It is followed by Electronics with 21.3%, Fashion with 18.3%, Furniture & Homeware with 11.8%, Care Products with 9.4%, DIY with 9.1%, and Grocery with the remaining 4.5%.

The online share refers to the proportion of the retail volume that is transacted via the Internet. It includes purchases via desktop PC, tablet or smartphone, both via website or app. Only retail of physical goods is taken into account. In the Icelandic retail market, the online share is 18.9% and will increase by an average of 5.4% to 23.3% by 2029.

The biggest player in the Icelandic eCommerce market is elko.is. The store had a revenue of US$32.2 million in 2024. Store rankings include every store that generates revenue in Iceland. These stores can either have a national focus and only sell in their main country or operate on a global scale. For this evaluation, only revenue created in Iceland was considered.

The Icelandic eCommerce market in 2024 in terms of offered payment methods is fragmented and highly competitive with Netgíró (Installment) covering the largest share with 46.6% of all online stores checked. Other offered payment methods in the Icelandic eCommerce market in 2024 are VISA (Cards) with 45.2%, Mastercard (Cards) with 43.8%, and Bank transfer/cash in advance (Bank transfer) with 34.2%. With 23.3% Síminn Pay (Installment) still has a considerable market share amongst the offered payment methods compared to Netgíró (Installment).

Although WooCommerce holds a commanding lead with 32.9% of online stores using the shop software solution, the Icelandic eCommerce market in 2024 remains vibrant and competitive. This is due to the presence of several other shop software solutions, including Shopify, Magento, nopCommerce, and Drupal Commerce, which collectively hold a significant share of the market.