Home » Digital Marketing in Finland » Exploring the Growth and Trends of E-commerce in Finland 2024

Exploring the Growth and Trends of E-commerce in Finland 2024

In our increasingly digital world, the role of e-commerce has become more significant, and Finland is no exception. In 2023, the use of e-commerce in Finland has seen substantial growth, expanding into new product and service categories. In this article we will explore more of the trends and consumer habits in Finnish e-commerce.

E-commerce has become a staple in Finnish daily life, with its share in the overall market growing. An impressive 77% of Finnish consumers have made online purchases in the past 28 days. Shopping behavior has broadened to include categories such as clothing, electronics, and travel, which remain popular. Additionally, home electronics, cosmetics, and pharmacy products have also seen increased popularity.

Digital marketing plays a crucial role in the success of e-commerce business. Finnish consumers are increasingly informed and demanding, highlighting the importance of brand visibility and customer experience. Effective digital marketing strategies, such as social media campaigns, email marketing and targeted advertisement, are key in reaching and engaging customers.

Search Engine Optimization (SEO) is vital for e-commerce, helping businesses reach potential customers through search engines. In Finland, where Google dominates, SEO strategies should focus on producing relevant content, optimizing keywords, and developing mobile-friendly websites.

Travel and service share

The share of travel-related services in e-commerce has grown to 34%. The growth shows the increasing interest of Finns in travel and their confidence in using online platforms to book and manage travel services.

Regarding payment methods, online banking payments remain the most popular, but the use of mobile payments is on the rise. The emphasis on local products is strong in Finnish e-commerce, with over two-thirds of Finnish preferring local online shops.

E-commerce timing and seasonality

Fridays are particularly popular for online shopping. Major sales events, like Black Friday, are clearly reflected in e-commerce sales figures. Conversely, Christmas Eve tends to be quieter time for online shopping.

Finnish shopping comparison with Europe

In Finland, the popularity of e-commerce in clothing and electronics aligns with other European countries. This suggests the while local characteristics are important, certain global trends influence the development of e-commerce broadly.


In 2024 Finnish have integrated e-commerce into their everyday lives. Digital marketing and SEO are essential factors in e-commerce success. COnsumers value ease, security, and speed in online shopping, and local e-commerce continues to grow, adapting constantly to the changing needs and desires of consumers.

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