, with seven out of ten residents having purchased goods and services online over the past year. As a result,
(GDP) compared to other Baltic countries, at nearly six percent in 2022. Some leading e-commerce platforms in Estonia include Hansapost and Kaup24, both part of the Pigu Hobby Hall Group (PHH) headquartered in Finland, as well as the furniture retailer On24.
Apparel e-commerce in Estonia
Apparel is one of the most popular product categories purchased online in Estonia, with nearly one-third of the
population having purchased clothing items, footwear, and accessories in the past three months in 2023. At the same time,
apparel also has the highest e-commerce return rate, at 30 percent. Estonian consumers could order clothes from domestic marketplaces as well as from foreign online stores, with Zalando, H&M, and Zara present on the market. Nearly four out of ten Estonian
e-shoppers purchased apparel and accessories from cross-border e-commerce providers.
E-commerce delivery in Estonia
The majority of
e-shoppers preferred to pick up their orders from parcel locker stations or receive them at home.
Estonia headquarters Omniva, formerly known as Eesti Post, which is the largest e-commerce delivery services provider in the Baltics. The company has over 150
pick-up and drop-off locations (PUDOs) and over 320 automated parcel machines (APMs) in Estonia. Other leading out-of-home (OOH) delivery market players in the country include Itella (Posti), DPD, and Venipak.
Estonia is the largest market for Venipak, an express parcel delivery provider based in Lithuania. In 2023, Venipak generated a revenue of 6.9 million euros from sales in Estonia.
Outlook
The Estonian e-commerce market is set for growth in the following years.
More residents are expected to order online, with the number of e-shoppers projected to reach 700,000 in 2029. In addition, they will increase their e-commerce spending, which will have a positive impact on the
average revenue per user (ARPU). Therefore, between 2024 and 2029, the annual
revenue is forecast to grow by approximately 50 percent.
This text provides general information. Statista assumes no
liability for the information given being complete or correct.
Due to varying update cycles, statistics can display more up-to-date
data than referenced in the text.
