Finland B2C Ecommerce Market Size & Forecast by Value and Volume Across 80+ KPIs - Databook Q4 2025 Update

Key Trends and Drivers

Online retail shifts toward value-conscious purchasing

• Finnish online shoppers are increasingly comparing prices across marketplaces and omnichannel retailers before making purchases. Retailers such as Prisma, K-Citymarket (Kesko), and Verkkokauppa.com have highlighted shifts in their reporting toward demand for competitively priced categories, especially electronics, household goods, and groceries. Consumers increasingly use online discount campaigns, loyalty apps, and marketplace channels to stretch spending.
• Rising household cost pressure across 2023-24, combined with cautious discretionary spending, is influencing online behaviour. Finnish media and retailer updates indicate that consumers are delaying non-essential purchases and prioritizing essential or competitively priced items. Marketplace models and cross-border platforms offer lower-priced alternatives, increasing price transparency.
• Competitive pricing will remain a differentiator, pushing Finnish retailers to optimize assortment, logistics costs, and private-label online offerings. Marketplace participation is expected to deepen as Finnish consumers continue to prioritize value. This will intensify pricing pressure and accelerate retailer investments in supply-chain efficiency.

Retailers accelerate omnichannel integration to drive operational efficiency

• Finland’s large retail groups, such as Kesko, S Group, and Stockmann, are expanding their omnichannel capabilities, including click-and-collect, home delivery, store-based fulfillment, and unified loyalty platforms. Grocery e-commerce in particular continues to integrate store networks to reduce delivery distances, as seen in Kesko’s and S Group’s recent operational updates.
• Finnish retailers face rising logistics, labour, and energy costs, which increase pressure to use existing store networks as fulfillment assets. High digital maturity among consumers supports this transition, with widespread mobile usage and loyalty apps enabling cross-channel shopping. Nordic retailers’ financial disclosures emphasize omnichannel productivity to protect margins.
• Store-led fulfillment, automated pickup points, and subscription-based delivery services will expand. This shift will influence how Finnish retailers allocate capital, prioritizing logistics automation and inventory centralization. Omnichannel will remain a core competitive advantage across high-frequency verticals like grocery, electronics, and home goods.

Cross-border e-commerce expands as consumers diversify shopping sources

• Cross-border online shopping continues to grow, with Finnish consumers increasingly purchasing from EU and Asian platforms for categories such as apparel, electronics, accessories, hobby goods, and home products. Major platforms like Amazon (via Amazon.de), Zalando, and Asian marketplaces remain widely used, while Finnish publications in 2024 highlight rising parcel volumes from non-EU origins.
• Wide price differentials, broader assortment availability, and aggressive delivery pricing from cross-border platforms contribute to the trend. The removal of the €22 VAT exemption has not reduced cross-border parcel flows as much as expected, according to postal and customs communication over the past year, indicating sustained consumer interest.
• Domestic retailers will continue to face pressure on low-margin categories. More Finnish retailers may partner with international marketplaces or expand their own cross-border fulfillment to compete. Regulatory tightening across the EU on product safety and import compliance may influence platform practices, but consumer demand is expected to remain strong.

Sustainability expectations shape how Finnish retailers operate online

• Sustainability requirements focused on packaging reduction, responsible sourcing, and emissions transparency are increasingly integrated into Finnish e-commerce operations. Companies such as Posti have continued expanding low-emission delivery options and reporting progress on carbon-neutral operations. Retailers are incorporating reusable packaging trials and product traceability tools.
• Finland’s strong environmental policy environment and consumer expectations drive the shift. EU regulations, including packaging waste directives and upcoming digital product passport requirements, are influencing decisions around logistics, materials, and supply chains. Public sustainability reporting by Finnish retailers indicates that environmental commitments are now embedded in operational strategy.
• Sustainability requirements will influence cost structures, pushing retailers to scale eco-efficient logistics and packaging. Transparent sustainability disclosures will become baseline expectations for Finnish consumers. Retailers may rely more on domestic delivery partners like Posti, which already meet stringent emissions standards. Over time, sustainability will become less of a differentiator and more of a compliance-driven operational requirement.

Competitive Landscape

Current State of the Market

• Finland’s e-commerce market is characterized by a concentrated set of domestic retailers operating alongside strong European and global platforms. Grocery, electronics, fashion, and home goods remain the largest online categories. Competition increasingly centres on delivery reliability, assortment depth, and omnichannel integration, as Finnish consumers expect seamless movement between online and store-based experiences. Logistics partners, especially Posti, play a central role, with growing parcel volumes influencing competitive differentiation in service levels. Price sensitivity in the market has increased over the past year, intensifying rivalry among retailers and marketplaces across high-volume categories.

Key Players and New Entrants

• Kesko, S Group, and Verkkokauppa.com anchor the domestic online retail ecosystem, leveraging extensive store networks and established loyalty programs. In fashion and lifestyle, Stockmann and Zalando maintain high visibility, while IKEA strengthens its online penetration across home and furniture. Amazon serves Finnish consumers primarily through Amazon.de, influencing competition in electronics and general merchandise.
• In food delivery and last-mile segments, platforms such as Wolt and Foodora continue expanding service integrations with grocery and convenience partners. While Finland has not seen major foreign pure-play entrants in the last year, cross-border platforms remain effectively “ever-present” competitors due to seamless EU-based or global fulfillment.

Recent Launches, Mergers, and Acquisitions

• Retailer announcements over the past 12 months highlight investments in fulfillment upgrades, expanded pickup networks, and digital platform enhancements. Kesko and S Group continue to deploy automated click-and-collect points and expand grocery delivery coverage. Verkkokauppa.com has communicated initiatives to expand category breadth and strengthen logistics partnerships.
• Posti has launched new parcel locker capacity and low-emission delivery options, influencing how retailers structure delivery promises. No major e-commerce M&A events have been reported in Finland in the past year, but several partnerships, particularly between grocery chains and delivery platforms, have expanded operational reach.

Report Scope

Finland B2C Ecommerce Market Size and Growth Dynamics

• Gross Merchandise Value
• Gross Merchandise Volume
• Average Value per Transaction

Finland Social Commerce Market Size and Growth Dynamics

• Gross Merchandise Value
• Gross Merchandise Volume
• Average Value per Transaction

Finland Quick Commerce Market Size and Growth Dynamics

• Gross Merchandise Value
• Gross Merchandise Volume
• Average Value per Transaction

Finland B2C Ecommerce Market Segmentation by Ecommerce Vertical

• Retail Shopping
• Travel & Hospitality
• Online Food Service
• Media & Entertainment
• Healthcare & Wellness
• Technology Products & Services
• Other

Finland B2C Ecommerce Market Segmentation by Retail Shopping Category

• Clothing, Footwear & Accessories
• Health, Beauty & Personal Care
• Food & Beverage
• Appliances & Electronics
• Home Improvement
• Books, Music & Video
• Toys & Hobby
• Auto Parts & Accessories
• Other

Finland B2C Ecommerce Market Segmentation by Retail Shopping Sales Channel

• Platform-to-Consumer
• Direct-to-Consumer
• Consumer-to-Consumer

Finland B2C Ecommerce Market Segmentation by Travel & Hospitality Category

• Air Travel
• Train & Bus
• Taxi & Ride-Hailing
• Hotels & Resorts
• Other

Finland B2C Ecommerce Market Segmentation by Travel and Hospitality Sales Channel

• Air Travel- Aggregator App
• Air Travel- Direct-to-Consumer
• Train & Bus- Aggregator App
• Train & Bus- Direct-to-Consumer
• Taxi & Ride-Hailing- Aggregator App
• Taxi & Ride-Hailing- Direct-to-Consumer
• Hotels & Resorts- Aggregator App
• Hotels & Resorts- Direct-to-Consumer
• Other- Aggregator App
• Other- Direct-to-Consumer

Finland B2C Ecommerce Market Segmentation by Online Food Service Sales Channel

• Aggregator App
• Direct-to-Consumer

Finland B2C Ecommerce Market Segmentation by Media & Entertainment Sales Channel

• Streaming Services
• Movies & Events
• Theme Parks & Gaming
• Other

Finland B2C Ecommerce Market Segmentation by Engagement Model

• Website-Based
• Live Streaming

Finland B2C Ecommerce Market Segmentation by Location

• Cross-Border
• Domestic

Finland B2C Ecommerce Market Segmentation by Device

• Mobile
• Desktop

Finland B2C Ecommerce Market Segmentation by Operating System

• iOS / macOS
• Android
• Other Operating Systems

Finland B2C Ecommerce Market Segmentation by City Tier

• Tier 1
• Tier 2
• Tier 3

Finland B2C Ecommerce Market Segmentation by Payment Instrument

• Credit Card
• Debit Card
• Bank Transfer
• Prepaid Card
• Digital & Mobile Wallet
• Other Digital Payment
• Cash

Finland B2C Ecommerce Consumer Demographics & Behaviour

• Market Share by Age Group
• Market Share by Income Level
• Market Share by Gender

Finland B2C Ecommerce User Statistics & Ratios

• Internet Users
• Ecommerce Users
• Social Media Users
• Smartphone Penetration
• Banked Population
• Ecommerce Per Capita
• GDP Per Capita
• Ecommerce as % of GDP
• Cart Abandonment Rate
• Product Retun Rate

Finland B2C Ecommerce Operational Metrics by Ecommerce Segment

• Gross Merchandise Value by Segment

Finland B2C Ecommerce Operational Metrics by Retail Shopping Category

• Gross Merchandise Value by Category

Finland B2C Ecommerce Operational Metrics by Sales Channel

• Gross Merchandise Value by Channel

Finland B2C Ecommerce Operational Metrics by Location

• Gross Merchandise Value by Location

Finland B2C Ecommerce Operational Metrics by Device

• Gross Merchandise Value by Device

Finland B2C Ecommerce Operational Metrics by Operating System

• Gross Merchandise Value by Operating System

Finland B2C Ecommerce Operational Metrics by City Tier

• Gross Merchandise Value by City Tier

Finland B2C Ecommerce Operational Metrics by Payment Instrument

• Gross Merchandise Value by Payment Instrument

Reasons to Buy

• Comprehensive Market Intelligence: Develop a complete understanding of the B2C ecommerce landscape in Finland with fundamental ecommerce metrics such as gross merchandise value, gross merchandise volume, and average value per transaction across all major ecommerce segments.
• Granular Segmentation and Cross-Analysis: Analyse the online retail ecosystem through detailed segmentation covering ecommerce segments, retail product categories, travel and hospitality verticals, media and entertainment services, sales channels, devices, operating systems, cities, and payment instruments, enabling deep insight into evolving consumer shopping patterns.
• Operational and Performance Benchmarking: Benchmark marketplaces, direct-to-consumer platforms, aggregators, and category-focused players using KPIs such as GMV share, category-level performance, channel efficiency, device contribution, and payment mode penetration, supporting comparative assessment of platform strengths and competitive positioning.
• Consumer Behavior and Ecosystem Readiness: Understand how demographics, income groups, gender mix, device usage, and payment preferences shape online purchasing decisions, influencing category demand, cart abandonment behavior, product return tendencies, and the shift toward digital-first commerce.
• Data-Driven Forecasts and KPI Tracking: Access a structured dataset of 80+ ecommerce KPIs with historical and forecast values up to 2029, providing clarity on growth drivers, category expansion, sales-channel transitions, and payment-instrument evolution across the B2C ecommerce value chain.
• Decision-Ready Databook Format: Delivered in a standardized, analytics-friendly databook format aligned with financial modeling requirements, enabling ecommerce companies, consumer brands, payment providers, technology firms, and investors to conduct evidence-based market assessment and strategic planning.