Insights into the growth of Finland ecommerce profiling payment methods, target audiences, marketing, social media, economy and logistics
Economy
Finland is home to almost 5.5 million people with a total GDP of US$269 billion. GDP per capita is currently US$54,330 and expected to reach US$65,059 by 2025. Finland is ranked as the 18th richest country by the World Bank GDP per capita rankings.
See other European opportunities in Denmark, Norway and Sweden.
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Digital User Insights
There are currently 4 million ecommerce users in Finland, with an additional 100,000 users to be shopping online by 2025. The average user spends US$1,524 online, which will grow to US$1,690 by 2025.
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Product Categories
Total ecommerce revenue across all product categories is US$6 billion, expected to reach US$6.9 billion by 2025. Electronics & Media is currently the leading product category, accounting for US$1.38 billion market share. Fashion is a close second, accounting for US$1.37 billion.
By 2025, Fashion will lead valued at US$1.57 billion, Electronics & Media will also grow, reaching US$1.53 billion.
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Logistics
In 2018, Finland ranked 10th in the World Bank Logistics ranking, making it among the easiest countries to deliver to in the world. 85% of Finland’s population reside in urban areas, this coupled with excellent logistics mean that cross-border retail is relatively easy.
Preferred Online Payments
34% of online payments are made via bank transfer. Invoice accounts for 12% of online shopper’s payments, and eWallets account for 19% of payments. Card payments, instalments and cash on delivery are all popular alternative payment methods.
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Where does Finland buy from?
Finland imports from Germany (US$11.7 billion), Sweden (US$10 billion), Russia (US$9.5 billion), China (US$4.43 billion), and Netherlands (US$4.32 billion).
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Internet and Device Usage
Internet penetration in Finland is currently at 94%, and should reach 97% by 2026. Smartphone penetration is 98%.
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29% of online shoppers in Finland shop online via desktop. 23% of shoppers make purchases via tablet, and 60% made their most recent purchase via smartphone.
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Marketing
Total Marketing spend in Finland has decreased in 2020 due to Covid, although prior to that Digital Advertising had been steadily increasing, reaching €528 million (approx US$631 million).
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Social Media
Finland’s Social Media usage is high with 83% logging on to YouTube, 75% to Facebook and 59% to WhatsApp. Other popular networks include Instagram, Twitter and LinkedIn.
![](https://esw.com/wp-content/uploads/2021/05/Graph_Finland_blog_Linkedin_v1a_07-1024x536.jpg)
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.
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