Insights into the growth of Estonia’s ecommerce market profiling payment methods, target audiences, marketing, social media, economy and logistics
Estonia is home to 1.3 million people with a total GDP of US$31 billion. GDP per capita is currently US$26,469 and expected to reach US$36,346 by 2025. It’s ranked as the 41st richest country in the world by the World Bank’s GDP per capita ranking.
Digital User Insights
Total ecommerce revenue across all product categories is US$405 million, expected to reach US$470 million. Toys, Hobbies & DIY is currently the leading product category accounting for US$114 million market share. Electronics is the second leading product category accounting for US$106 million.
By 2025, Toys, Hobbies & DIY will continue to lead, valued at US$127 million. Electronics & Media will remain in second place, reaching US$122 million.
Preferred Online Payments
Estonia’s population use a variety of online payment methods with 33% of shoppers choosing to use credit cards. Bank transfers and eWallets are also popular, accounting for 10% and 8% of online purchases respectively.
Where does the Estonia buy from?
Internet and Device Usage
96% of online shoppers in Estonia shop online via desktop. 48% of shoppers make purchases via mobile, and 8% made their most recent purchase via tablet.
Total Marketing spend in Estonia has risen steadily in recent years, and brands are increasingly turning to Digital and TV advertising. Digital currently accounts for US$31.4 million of advertising spend, with TV accounting for US$29 million advertising spend.
For more market insights, check out the ESW series of blogs covering a range of emerging ecommerce markets.
*Insights derived from ESW data, Statista, WorldBank, OECD and other industry sources.