Estonia eCommerce

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



Estonia is home to 1.3 million people with a total GDP of 23 billion USD. GDP per capita is currently 18,180 USD and expected to reach 25,263 USD by 2021. It’s ranked as the 62nd richest country in the world by the World Bank’s GDP per capita ranking.

Digital User Insights

There are currently 620,000 eCommerce users in Estonia with 60,000 new users shopping online by 2021. There will be 680,000 eCommerce users by 2021, this will represent 65% of the total population. The average user spends 389 USD online, which will grow to 642 USD by 2021.

number of users in millions estonia ecommerce

In 2016, older male online shoppers outnumber their female counterparts, with the difference evening out in younger generations. Younger generations shop online more than the older generations.

In 2021, this is expected to stay the same, with a much higher percentage of younger online shoppers than older. The ratio of male to female shoppers will even out, with future projections showing little bias towards either gender.

users by age group and gender in Estonian eCommerce

Product Categories

Total ecommerce revenue across all product categories is 242 million USD, expected to reach 437 million by 2021. Fashion is currently the leading product category accounting for 98 million USD market share. Electronics is the second leading product category accounting for 72 million USD.

By 2021, fashion will continue to lead the charge, valued at 174 million USD. Electronics will remain in second place, reaching 119 million USD.

revenue product category estonia ecommerce


In 2016, Estonia ranked 38th in the World Bank Logistics ranking. 68% of Estonia’s population reside in urban areas.

Preferred Online Payments

Estonia’s population use a variety of online payment methods with 33% of shoppers choosing to use credit cards. Bank transfers and eWallets are also popular, accounting for 10% and 8% of online purchases respectively.

preferred online payment methods estonia ecommerce

Where does the Estonia buy from?

Russia supplies Estonia with 2.9 billion USD of its imports. Other key import partners are Germany (2 billion USD), Finland (1.9 billion USD), China (1.5 billion USD) and Sweden (1.2 billion USD).

top 5 country estonia eCommerce

Internet and Device Usage

Internet penetration in Estonia is currently at 77%, and should reach 80% by 2021. Smartphone penetration is 51% and is projected to grow to 62% by 2021.  

92% of online shoppers in Estonia shop online via desktop. 4% of shoppers make purchases via tablet, and just 2% made their most recent purchase via smartphone.

Devices used for most recent online purchase estonia ecommerce


Total Marketing spend in Estonia has risen steadily in recent years, and brands are increasingly turning to Digital and TV advertising. Digital currently accounts for 21 million USD of advertising spend, with TV accounting for 29 million USD advertising spend.

advertising spend estonia ecommerce

Social Media

Estonia’s social media penetration is expected to reach 57% by 2021. Popular networks include Facebook, Pinterest, Twitter and Reddit.

social network penetration estonia ecommerce

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

*Insights derived from eShopWorld data, Statista, WorldBank, OECD and other industry sources.