estonia ecommerce insights

Insights into the growth of Estonian eCommerce with payment methods, target audiences, marketing, social media, economy and logistics all profiled


Estonia is home to 1.32 million people with a total GDP of 23.14 billion USD and GDP per capita of 17,891 USD, which is expected to reach 22,707 USD by 2021.

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.

Internet usage

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.

Product Categories

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.


In 2016, Estonia was ranked 38th in the World Bank Logistics ranking.

Preferred Online Payments

31% of Estonian shoppers like to pay with credit card when shopping online.

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.


In 2017, 19 million USD of advertising spend will be spent on TV in Estonia.

Social Media

57% of Estonia's population are monthly active social network users, thanks to Facebook, YouTube, Twitter and MySpace, which are the leading social networks.

For more market insights, check out the eShopWorld series of blogs covering a range of emerging eCommerce markets. 

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