E‑commerce in Finland
Finland is the smallest of the Nordic markets, but has a record-breaking cross‑border affinity: Finnish consumers are considered to be extremely digitally versed – the country leads the EU Digitisation Index (DESI) and around 80% of consumers shop online every month.
The Finnish market at a glance
Purchasing power
Per capita purchasing power in Finland is around EUR 22,626 – 10th place in Europe. This puts Finland in third place in Scandinavia – behind Norway and Sweden.
With around 5.5 million inhabitants, Finland is a manageable but attractive e‑commerce market: High purchasing power, digital affinity and high quality standards make the country exciting for cross‑border trade.
E‑commerce usage
Finland is the smallest of the Nordic markets, but highly attractive for online retailers: Digital affinity is high and cross‑border demand is strong.
Already 70% of the population regularly shop online, and the trend is rising. E‑commerce sales of approx. EUR 10.3 billion are expected by 2027.
Finnish consumers order particularly frequently from stores in:
- Sweden (30%)
- China (28%)
- Germany (27%)
Popular product categories
Finnish consumers focus on comfort – young target groups in particular are driving the market:
By 2025, half of 18 to 29-year-olds will be shopping online every week.
The most popular categories:
- 34% fashion & clothing
- 14% electronics & consumer electronics
- 11% beauty & health
Preferred payment methods
Online banking payments are still preferred by Finns (95%), but the popularity of credit and debit card payments as well as mobile payment methods such as Apple and Google Pay is constantly increasing.
Popular providers:
- Klarna
- Paytrail
- MobilePay
- Siirto
- OP
- Jousto
- Walley
Most popular marketplaces
In addition to large international platforms, local marketplaces are also becoming increasingly important in Finland.
- verkkokauppa.com – Electronics
- tokmanni.fi -Generalist
- gigantti.fi – Electronics
- prisma.fi – Generalist
- zalando.fi – Fashion
Delivery and logistics
The delivery preferences in Finland are clear:
- Self-collection from parcel machines is preferred
- Doorstep delivery remains in demand
- Focus on flexibly selectable delivery options
Posti, the national logistics service provider, is making targeted investments in the expansion of parcel stations and decentralised logistics centres.
Returns
Finnish consumers are much less likely to return goods than those in other European countries: Only around 39% have ever returned an online order. Even large retailers such as Verkkokauppa.com have return rates of less than 1%.
Nevertheless, “complicated returns processes” are one of the main reasons for not ordering from foreign stores. A customer-friendly setup with simple processes is correspondingly important.
Returns in Finland are preferably made via the nationwide network of parcel machines – a contactless 24/7 solution that has proven itself in everyday life.
What sets Finland apart
Finland is an exciting e‑commerce market with high online affinity and clear expectations for checkout and shipping. Transparency, established payment methods and flexible delivery options are key to sustainable success.
Despite the low returns rate, simple return processes are crucial, especially in a cross‑border context: Offering local parcel machines as a return option lowers barriers and strengthens the trust of Finnish customers.
All services from a single source
From customer-friendly delivery options to seamless returns management to real-time tracking and data-based analyses — exporto combines all services for your international growth in one end-to-end solution.
Fast delivery
Offer your customers in Europe an outstanding customer experience—with the shortest processing times, individual shipping options for each destination country and deliveries by the most popular last-mile carriers.
Seamless integration
Thanks to simple API integration, our services fit seamlessly into your existing set-up—flexibly, individually and with minimal technical effort.
Full transparency
With the help of an intuitive dashboard, you can keep an eye on the status of your international shipments in real time—with automated data synchronization for maximum transparency.
Cross-Border
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Cross‑border e‑commerce in Europe
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E-Commerce in
Austria
Cross‑border e‑commerce to Austria
Austria is considered a cross‑border insider tip: Foreign orders account for almost half of e‑commerce sales – one of the highest figures in Europe. With around 8.9 million inhabitants, high purchasing power, and virtually complete Internet coverage, this market offers ideal conditions, especially for German retailers.
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E-Commerce in
Switzerland
Cross‑border e‑commerce in Switzerland
Switzerland is one of the markets with the highest purchasing power in Europe – around three times the EU average. In 2023, online sales amounted to EUR 14.7 billion. The low VAT makes the market even more attractive – especially for EU retailers.
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E-Commerce in
Denmark
Cross‑border e‑commerce in Denmark
Denmark is one of the most digitally advanced e‑commerce markets in Europe. The Danish population is tech-savvy and online growth is constantly at a high level. Danes attach particular importance to a convenient, mobile and sustainable shopping experience.
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E-Commerce in
Finland
Cross‑border e‑commerce in Finland
Finland is the smallest Nordic e‑commerce market, but has a high cross‑border affinity. The country tops the EU digitalisation index, with around 80% buying online every month. Germany is one of the top delivery countries – 42% of online shoppers order there regularly.
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E-Commerce in
Norway
Cross-border e‑commerce in Norway
Norway is one of the strongest economic markets in Europe. E‑commerce is growing constantly – international online shops are particularly popular. Norwegian customers attach great importance to reliable shipping, customs and returns processes. The simplified customs procedure VOEC offers attractive conditions – if the requirements are met.
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E-Commerce in
Sweden
Cross-border e‑commerce in Sweden
Sweden is Scandinavia’s largest e‑commerce market: digitally savvy, fast-growing and open to international retailers. Around 89% of consumers buy online every month – flexible delivery options such as pick-up stations are particularly popular.
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E-Commerce in
UK
Cross-border e‑commerce in the UK
With online sales of around EUR 152 billion, the UK is the largest e‑commerce market in Europe. Demand remains high despite Brexit. This new level of complexity offers obvious opportunities for retailers with optimised processes.
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Learn moreWe are looking forward to hearing from you!
With our end‑to‑end solution, you get all services from a single source: Logistics, tax, customs and software. Everything is perfectly coordinated and as simple as “plug & play”.
Max Pauly
Business Development Representative
