Estonia

Estonia

General Information

  • Population 1.3 m
  • Population 15 + 1.1 m
  • Online Population 1.2 m
  • Area 45,339 km2
  • Currency EUR
  • GDP 36.3 bn USD
  • GDP per Capita 27,392 USD
  • Card-based payments
  • Cash-based payments
  • Bank transfer
  • Wallets
  • Other
[{"label":"Card-based payments","value":"28"},{"label":"Cash-based payments","value":"4"},{"label":"Bank transfer","value":"52"},{"label":"Wallets","value":"12"},{"label":"Other","value":"4"}]
Banked population
  • Estonia 99%
  • Eastern Europe & the CIS 67%
  • World 67%
Credit card penetration
  • Estonia 34%
  • Eastern Europe & the CIS 18%
  • World 19%
Internet penetration
  • Estonia 91%
  • Eastern Europe & the CIS 78%
  • World 62%
Smartphone penetration
  • Estonia 68%
  • Eastern Europe & the CIS 60%
  • World 70%

The number of e-commerce stores increased by almost a third since the Pandemic. There were 6,000 before Covid-19 and in the two years following a further 1,700 have opened.

According to Eesti Pank, the number of transactions in the last quarter of 2021 was 31% higher than in the same quarter of 2020, with a total turnover of EUR249m. Of that 58% of transactions were to local e-merchants, worth EUR138m/m and EUR111m/m going to cross border merchants.

Inflation in Estonia has reached an eyewatering 23.2%, much higher than the average of 8.9% for the EU.

delfi.ee is one of the most popular e-commerce stores in Estonia with 12.73 visitors a month.

Future e-commerce trends (2021-2026)

E-Commerce market size forecast ($US billion)
2022 2.4
2023 2.8
2024 3.1
2025 3.5
2026 3.8
E-Commerce market size forecast ($US billion)
2022 1804
2023 2082
2024 2357
2025 2624
2026 2847
E-Commerce market size forecast ($US billion)
2022 6.4
2023 7.0
2024 7.5
2025 7.8
2026 8.1

Estonia

The E-Commerce Market

Top e-commerce segments

  1. Fashion
  2. Electronics & Media
  3. Food & Personal Care
  4. Toys, Hobby & DIY
  5. Furniture & Appliances

Cross-border e-commerce

  1. Cross-border proportion of total e-commerce – 34%
  2. Value of cross-border e-commerce – 0.7 bn USD
  3. Online shoppers who have shopped cross-border – 53%

Top 3 cross-border shopping origin markets

  1. China: 44%
  2. Germany: 15%
  3. Latvia: 7%
B2C E-commerce Growth 20->21
  • Estonia 24.9%
E-commerce % of total retail
  • Estonia 11%
  • Eastern Europe & the CIS 6.3%
  • World 20%
E-commerce completed on a mobile device
  • Estonia 36%
  • Eastern Europe & the CIS 34%
  • World 53%

The Credit Card Split

  • Visa
  • Mastercard
[{"label":"Visa","value":"4"},{"label":"Mastercard","value":"96"}]
  • E-commerce market size 2.0 USD
  • E-Commerce spending per capita 1,527 USD
  • E-commerce spending as % of GDP 5.9%

The information on our Insights pages has been compiled by us in cooperation with Datamatics and Wright & Brown. The data shown is partially owned by us and partially owned by GlobalData. © 2021 by PPRO Financial Ltd. No data and information can be used for any further publication without the explicit approval of PPRO.

Estonia

Local Payment Methods

BitPay Type Wallet Regions Asia Pacific, Eastern Europe & the CIS, Middle East & Africa + 3 Hyperwallet Type Bank transfer, Gift card, Prepaid voucher Regions Asia Pacific, Eastern Europe & the CIS, Middle East & Africa + 3 Market relevance High PayPal Type Wallet Regions Asia Pacific, Eastern Europe & the CIS, Middle East & Africa + 3 Market relevance High Paysera Wallet Type Wallet Regions Asia Pacific, Eastern Europe & the CIS, Middle East & Africa + 3 Market relevance High SEPA Direct Debit Type Bank transfer Regions Eastern Europe & the CIS, Western & Central Europe Market relevance High Skrill Type Wallet Regions Asia Pacific, Eastern Europe & the CIS, Middle East & Africa + 3 Market relevance High Trustly Type Bank transfer Regions Eastern Europe & the CIS, North America + 1 Market relevance High TrustPay Type Bank transfer Regions Eastern Europe & the CIS, Western & Central Europe Allied Wallet Type Wallet Regions Asia Pacific, Eastern Europe & the CIS, Middle East & Africa + 3 Market relevance High UnionPay Type Local payment card Regions Asia Pacific, Eastern Europe & the CIS, Middle East & Africa + 3 Market relevance High Apple Pay Type Wallet Regions Asia Pacific, Eastern Europe & the CIS, Middle East & Africa + 3 Market relevance High Boku Type Carrier billing Regions Asia Pacific, Eastern Europe & the CIS, Middle East & Africa + 3 Market relevance High DaoPay Type Carrier billing Regions Asia Pacific, Eastern Europe & the CIS, Middle East & Africa + 3 Market relevance High Google Pay Type Wallet Regions Asia Pacific, Eastern Europe & the CIS, Middle East & Africa + 3 Market relevance High Luminor Estonia Type Bank transfer Regions Eastern Europe & the CIS Market relevance High Mobiamo Type Carrier billing Regions Asia Pacific, Eastern Europe & the CIS, Middle East & Africa + 3 Market relevance High Razer Gold Type Wallet Regions Asia Pacific, Eastern Europe & the CIS, Middle East & Africa + 3 Market relevance High SEPA Credit Transfer Type Bank transfer Regions Eastern Europe & the CIS, Western & Central Europe Market relevance High SWIFT Type Bank transfer Regions Asia Pacific, Eastern Europe & the CIS, Middle East & Africa + 3 Market relevance High WebMoney Type Wallet Regions Asia Pacific, Eastern Europe & the CIS, Middle East & Africa + 1 Market relevance High YooMoney Type Wallet Regions Asia Pacific, Eastern Europe & the CIS + 1 Market relevance High Secure Remote Commerce (SRC) Type Wallet Regions Asia Pacific, Eastern Europe & the CIS, Middle East & Africa + 3 Market relevance Medium SEPA Instant Credit Transfers (SCT Inst) Type Bank transfer Regions Eastern Europe & the CIS, Western & Central Europe Market relevance Medium Boloro Type Wallet Regions Asia Pacific, Eastern Europe & the CIS, Middle East & Africa + 3 coop pank Type Bank transfer Regions Eastern Europe & the CIS G2A Pay Type Wallet Regions Asia Pacific, Eastern Europe & the CIS, Middle East & Africa + 3 Market relevance Medium LHV e-invoice Type Bank transfer Regions Eastern Europe & the CIS NETELLER Type Wallet Regions Asia Pacific, Eastern Europe & the CIS, Middle East & Africa + 3 Swedbank Type Bank transfer Regions Eastern Europe & the CIS Splitit Type Instalments Regions Asia Pacific, Eastern Europe & the CIS, Middle East & Africa + 3

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