Fashion market in Finland

The Finnish Fashion eCommerce market is predicted to reach US$1,428.8 million by 2023 and accounts for 18.0% of the total eCommerce market in Finland. It is expected to decrease over the next years. The expected compound annual growth rate for the next four years (CAGR 2023-2027) will be -0.1%, resulting in a projected market volume of US$1,425.8 million by 2027. Within the Fashion market ECDB considers the following three sub-markets: Apparel, Footwear, and Bags & Accessories.

Market development

eCommerce revenue development in the Fashion market in Finland

The Finnish Fashion eCommerce market is predicted to reach US$1,428.8 million by 2023 and accounts for 18.0% of the total eCommerce market in Finland. It is expected to decrease over the next years. The expected compound annual growth rate for the next four years (CAGR 2023-2027) will be -0.1%, resulting in a projected market volume of US$1,425.8 million by 2027. Within the Fashion market ECDB considers the following three sub-markets: Apparel, Footwear, and Bags & Accessories.

eCommerce revenue development in the Fashion market in Finland

in million US$

eCommerce revenue growth in the Fashion market in Finland

in %

Net eCommerce revenue split by sub-category

in %
2020 2021 2022 2023 2024 2025 2026 2027
Revenue (in mUS$) 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0
Growth (in %) 73.5 49.9 91.6 57.2 46.3 79.0 1.6 27.0

Online share

eCommerce online share of the total Fashion market in Finland

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 Finnish Fashion retail market, the online share is 24.3% and will increase by an average of 6.3% to 31.0% by 2027.

eCommerce online share of the total Fashion market in Finland

in %
2020 2021 2022 2023 2024 2025 2026 2027
Online share (in %) 1.4% 95.9% 37.7% 62.0% 0.3% 52.9% 74.2% 2.0%

Top stores

Top five Fashion online stores in Finland by net sales 2022

With sales in the Finnish Fashion market, zalando.fi generated a revenue of US$147.1 million in 2022, which means it is the leading online store in this market. The Fashion ranking of Finland is based on all online stores that generated sales in this market in 2022. Due to a country- and category-dependent approach, both national and international online stores can be part of the ranking. The graph shows a filtered revenue. It only includes national sales within the respective market.

eCommerce net sales generated in the Fashion market in Finland in 2022

in million US$
Filtered revenue / share
Global revenue
Growth
US$900.0m
20.7%
US$8,300.0m 8.3%
US$550.0m
12.0%
US$4,600.0m 12.4%
US$470.0m
3.9%
US$1,190.0m 33.6%
US$430.0m
20.6%
US$2,122.0m 18.0%
US$370.0m
20.7%
US$1,814.0m 12.6%

Payment Methods

Top 5 offered payment methods in the Finnish Fashion market

With 94.9% VISA the most commonly offered payment method of all online stores in the Finnish Fashion eCommerce market in 2022. Like VISA Mastercard with a share of 94.9% and American Express with a share of 49.2% the payment type Cards is the most common used by online retailers in in the Finnish Fashion eCommerce market in 2022. Other commonly used payment methods in that market are PayPal (E-wallets) with 49.2% and Bank transfer/cash in advance (Bank transfer) with 42.4% of stores offering that payment method to the clients.

Top 5 offered payment methods in the Finnish Fashion market

in %

See all stores offering


Market definition

Definition of the Fashion market

Market definition: Fashion The category Fashion encompasses the commercial (B2C) sale of apparel (e.g. jackets, t-shirts, joggers, underwear), footwear (e.g. sneakers, boots, sandals), bags (e.g. handbags, backpacks, suitcases), and accessories (e.g. hats, sunglasses, jewelry, watches) via digital channels. Sport-specific equipment (e.g. climbing shoes, goalkeeper gloves, wetsuits), eye care (e.g. glasses and sunglasses with prescriptions) or beauty care (e.g. make-up, fragrances) are not included in this segment. All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

In-scope

  • Apparel (e.g. jackets, t-shirts, joggers, underwear)
  • Footwear (e.g. sneakers, boots, sandals)
  • Bags (e.g. handbags, backpacks, suitcases)
  • Accessories (e.g. hats, sunglasses, jewelry, watches)

Out-of-scope

  • Sport-specific equipment (e.g. climbing shoes, goalkeeper gloves, wetsuits)
  • Eye care (e.g. glasses and sunglasses with prescriptions)
  • Beauty care (e.g. make-up, fragrances)