eCommerce market in Estonia

Estonia is the 91st largest market for eCommerce with a predicted revenue of US$443.2 million by 2024, placing it ahead of Malta. Revenue is expected to show a compound annual growth rate (CAGR 2024-2028) of 6.3%, resulting in a projected market volume of US$566.9 million by 2028. With an expected increase of 7.2% in 2024, the Estonian eCommerce market contributed to the worldwide growth rate of 10.4% in 2024. Like in Estonia, global eCommerce sales are expected to increase over the next years. Seven markets are considered by ECDB within the Estonian eCommerce market. Hobby & Leisure is the largest market and accounts for 26.4% of the Estonian eCommerce revenue. It is followed by Electronics with 20.4%, Fashion with 17.0%, Furniture & Homeware with 11.7%, Care Products with 9.4%, DIY with 9.1%, and Grocery with the remaining 6.0%.

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 Estonian retail market, the online share is 9.2% and will increase by an average of 6.5% to 11.8% by 2028.