The Finnish E-Commerce Outlook 2026

What Is Included in the Whitepaper?

The report "Finnish E-Commerce Outlook 2026" discusses seven key hypotheses on the e-commerce market in Finland. It includes insights into growth trends, category performance, leading e-commerce stores such as Temu, market share dynamics, as well as payment, shipping, and delivery aspects.

It places Finnish e-commerce within the broader Nordic and European market context and highlights which categories contribute most to its growth. ECDB’s analysis also focuses on buyer behavior and its role in online shopping in Finland, including increases in AOV (average order value) and purchase frequency, which account for overall growth. Top 10 retailer rankings illustrate both market concentration and the presence of key retailers, along with their development. The discussion includes online stores such as Gigantti, Ruoka, and Rauta. Ultimately, the whitepaper provides an outlook on the expected evolution of online shopping in Finland.

In 2026, the Finnish e-commerce market reached revenues of US$6.6 billion. It grew at a rate of 5.5% compared to 2025, which is the best year-on-year performance of the previous five years. Among other Nordic markets, Finland shows the slowest e-commerce growth and the lowest revenue level. Electronics is the largest e-commerce category in Finland, followed by Care Products, which also show the highest potential. Growth is driven by rising AOV and purchase frequency, while the number of shoppers remains stagnant. The report contains many additional analyses and insights.