Finance & Economics

Nearly half of Estonians embrace local online stores

The fact that people are buying more online means e-commerce has become more of a part of their daily lives

Estonian e-commerce

Nearly half of Estonians embrace local online stores. Source:

According to Ecommerce News, Estonian residents consider major international platforms like AliExpress and Amazon as the most popular online shopping channels. However, over 40% of consumers in the country shop online at local e-commerce websites.

The data reveals that Estonian e-commerce continues to grow. Besides, the volume of online purchases done with bank cards has increased by over 50%, compared to 2017.

Estonian online sellers, whose market share of online shopping has increased from 6% in 2017 to 11% by the end of 2019, have reached a part of this growth.

This has undoubtedly been supported by the recent launch of new convenience services that are usually paid for exclusively via online purchases. The fastest growth has taken place in ridesharing and food courier services, and we are also seeing a clear increase in the numbers of online purchases provided by shopping centers that offer home delivery
Ainar Leppänen, Member of the Management Board of SEB


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