Insights into the growth of Estonian eCommerce with payment methods, target audiences, marketing, social media, economy and logistics all profiled
Digital User Insights
There are currently 630,000 eCommerce users in Estonia, with an additional 50,000 users expected to be shopping online by 2021. Four years from now, these 680,000 eCommerce users will spend an average of 629.54 USD online.
Dividing internet usage into age groups gives a better picture of the Estonian eCommerce market – 99% of 25-34 year-olds, and 95% of 35-44 year-olds log on daily. The older generations also log on regularly with 45-54 year-olds and over 55s showing an 86% and 74% daily penetration rate, respectively.
Total Estonian eCommerce revenue across all product categories is 273 million USD, and is expected to grow to 429 million USD by 2021. Fashion is currently the leading product category in Estonia, accounting for 110.2 million USD market share, followed by Electronics & Media, which generates 79.7 million USD in sales.
By 2021, Fashion will still be the most purchased online category, with an estimated value of 173 million USD, and second favorite, Electronics & Media, will have an expected worth of 115.6 million USD.
Where does Estonia buy from?
Russia supplies Estonia with 2.04 billion USD in imports – ranging from telephones to cars. Estonia's other key import partners are Germany ($1.84 billion), Finland ($1.64 billion), Latvia ($1.38 billion) and Lithuania ($1.33 billion).
Internet and Device Usage
Internet penetration in Estonia is currently 77.1%, and should reach 79.1% by 2021. Smartphone penetration is a lot less (54.1%), but is projected to grow to 62% in the next four years.
92% of online shoppers in Estonia buy via desktop, a stark contrast to the amount of smartphone (2%) and tablet (4%) shoppers.
For more market insights, check out the eShopWorld series of blogs covering a range of emerging eCommerce markets.