Ecommerce in Estonia: 2024 report

Explore Estonia’s ecommerce landscape with our detailed report, offering up-to-date data, insights, and trends. Discover market size, consumer behavior, preferred platforms, popular payment and shipping methods, key players and suggested ad channels in Estonia’s digital shopping landscape.

Estonian ecommerce market general overview

Population (2023): 1,37 million people

Internet users (2023): 94 %

E-shoppers (amount of internet users who purchased online in the last 12 months; 2023): 78%

Ecommerce turnover (2022): 3,54 billion €.

B2C ecommerce turnover growth rate (2022): 34%

E-GDP (the share of ecommerce sales in GDP; 2022):  9,67% 

Number of local online stores: ~7700

Though the majority of online shopping in Estonia occurs locally, sellers from other EU countries also play a significant role:

Percentage of individuals who purchased online in the last three months (2022).

Over 50% of all purchases are done via smartphone, highlighting the growing importance of mobile optimization in ecommerce.

Popular ecommerce platforms in Estonia:

  • Woocommerce (most of the online stores are built on this platform)
  • Magento
  • Voog (local Website-as-a-Service platform)
  • Shopify

Payment methods in Estonia

The most popular payment method in local online stores in Estonia is bank payment, card payments are also commonly available. COD (cash on delivery) is very rarely used.

Out of all the banks, Swedbank has over 50% of ecommerce payments market share, followed by SEB and LHV.

Card payments in Estonian online stores can be split into direct card payments and digital wallet payments. Apple Pay and Google Pay are quickly emerging: more and more online stores are adopting these payment methods and e-shoppers are choosing them for their ease of use.

Shipping methods in Estonia

Shipping methods mainly used in e-commerce in Estonia: 

  • Parcel lockers
  • Courier

Less common shipping methods: 

  • pick-up points (only for some vendors)
  • deliver by mail

80% of all orders are shipped to parcel lockers. Courier is mostly used only when the ordered item does not fit into a parcel locker.

The most well-known shipping providers:

  • Omniva
  • Itella
  • DPD
  • Venipak

Omniva (Estonian Post) is the most widely used shipping provider. They also have the biggest parcel locker network in Estonia.

Estonian ecommerce ecosystem

Estonia has a very active industry organization: the Estonian E-commerce Association. They issue a trust badge called “Safe Place to Buy” (“Turvaline ostukoht”) to online stores that meet specific criteria.

Highlighting some well-known Estonian online stores:

Where should you advertise in Estonia?

Search engines

Google is undoubtedly the most popular search engine in Estonia. Bing and Yandex also maintain a small user base.

Social media

These are the most popular social media platforms in Estonia:

  • YouTube
  • Facebook
  • Instagram
  • TikTok
  • LinkedIn

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About Montonio

Montonio offers smart and easy-to-use solutions for online stores. We offer payments solutions ranging from local bank payments to Google Pay and Apple Pay, refunding solution, easy shipping label printing, and financing to make shopping carts user-friendly and increase online store’s conversion rates. Today, Montonio is used in 6,000+ online stores in Estonia, Latvia Lithuania, Latvia, Poland, Germany and Finland. 

Sources: Datareportal, Eurostat, IMF, Montonio, Statcounter, Statistics Estonia,