Finnish e-commerce has historically lagged somewhat behind the other Nordic countries, despite the country’s high level of digitization. In particular, older Finns have been more reluctant towards e-commerce than comparable age groups in Denmark, Norway and Sweden. However, during the coronavirus pandemic, the share of e-commerce increased in Finland. For example, the percentage of people who state they have shopped online at least once a month has increased from 49% in 2020 to 59% in 2021.

International marketplaces are not very popular among Finnish online consumers. As many as 38% state that they have not purchased from any of the dominating players. Among these consumers, Zalando is by far the most popular with 36%. This is twice as much compared to eBay, which comes in second place.

Interestingly, Finnish consumers stand out when it comes to delivery preferences. In most European markets, home delivery is the most preferred option when it comes to delivery alternatives. This is not the case in Finland. Consumers here are the only ones in the survey who have “collect from a parcel machine” as their top preference. Furthermore, compared to most other European online consumers, the Finns do not consider fast deliveries to be that important. They are more interested in being able to choose the place of delivery.

To learn more about the different European markets and what you need to know to succeed with e-commerce there, order your free copy of the ”E-commerce in Europe 2021” report.

Olof Källgren, Market Information Manager, Direct Link