e-Commerce Market Analytics

The eCommerce market in Finland

Finland is the 30th largest market for eCommerce with a revenue of US$7.2 billion in 2021, placing it ahead of Chile and behind Argentina.

With an increase of 18%, the Finnish eCommerce market contributed to the worldwide growth rate of 15% in 2021. Just like in Finland, global eCommerce sales are expected to increase over the next years. As new markets are emerging, global growth will continue over the next years. This development will be propelled by East and Southeast Asia with their growing middle class and their lagging offline infrastructure.

With a yearly growth rate of 7% between 2021 and 2025, Finland is even expected to outperform the global average of 6%.

The eCommerce market in Finland

Top online stores

The biggest player in the Finnish eCommerce market is verkkokauppa.com. The store had a revenue of US$689 million in 2021. verkkokauppa.com is followed by gigantti.fi and k-ruoka.fi as the second- and third largest stores with US$359 million and US$184 million, respectively. Altogether, the top three stores account for 15% of online revenue in Finland.

Store rankings include every store that generates revenue in Finland. 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 Finland was considered.

One of the fastest-growing stores in the Finnish market is columbiasportswear.fi. The store achieved online net sales of about US$0.8 million in 2021. Its revenue growth amounted to 425% in the previous year.

More information on the top 100 online stores in Finland can be found in our ecommerceDB Country Report.

Growth champions:
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Top online eCommerce stores in Finland by eCommerce net sales 2021 in million US$

# Store
1. verkkokauppa.com
US$335.2m
2. gigantti.fi
US$264.7m
3. k-ruoka.fi
US$183.8m
4. motonet.fi
US$160.3m
5. zalando.fi
US$152.9m

The eCommerce market in Finland

Market size and growth rate

Revenue in 2021
US$8,022.0m
REVENUE
CAGR 2021-2025
10.4%
CAGR
Digital Market Outlook by Statista

The Digital Market Outlook presents up-to-date figures on markets of the digital economy. The comparable key figures are based on extensive analyses of relevant indicators from the areas of society, economy, and technology.

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The eCommerce market in Finland is expected to increase over the next few years, as indicated by the Statista Digital Market Outlook. It has been predicted that the compound annual growth rate for the next four years (CAGR 21-25) will be 7%. Compared to the year-over-year growth of 18% between 2020 and 2021, this decrease in yearly growth suggests a moderately flooded market. An other indicator of market saturation is the online penetration of 67% in Finland; in other words, 67% of the Finnish population have bought at least one product online in 2021.

Five categories are considered by ecommerceDB. Toys, Hobby & DIY is the largest segment in Finland and accounts for 31% of the eCommerce revenue in Finland. It is followed by Electronics & Media with 23%, Fashion with 22%, Furniture & Appliances with 15%, and Food & Personal Care with the remaining 9%.


The eCommerce market in Finland

Top shipping service providers

In Finland, Posti is the most frequently offered delivery service provider among online stores. Of those stores indicating which service they use to transport their goods, 67% cited Posti as one of their providers. Moreover, Matkahuolto and PostNord are among the top three shipping service companies offered by online retailers in Finland, at rates of 26% and 19%.

Shipping information is based on orders from the store's main country, which is defined as the one where the store generates most of its online revenue. As a result, only stores that generate more net sales in Finland than in any other country are taken into account. Furthermore, only stores that provide information about their shipping providers can be considered.

Competitor analysis of shipping service providers in Finland

# Shipping service provider
1. Posti
67.0%
2. Matkahuolto
26.0%
3. PostNord
19.0%