, with seven out of ten residents having purchased goods and services online over the past year as of 2022. Moreover, Estonian
, significantly more than shoppers in Latvia and Lithuania. In 2022, the average e-commerce spending in Estonia exceeded 1,500 U.S. dollars per capita, which was the highest value in Central and Eastern Europe (CEE). As a result,
(GDP) compared to other Baltic countries, at nearly six percent in 2022. Some of the 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 as of 2022. 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. As of 2023, over 40 percent of 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. Omniva 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 2022, Venipak generated a revenue of 7.4 million euros from sales in Estonia.
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.
