Sales through e-commerce continued to see a double-digit rise in growth in 2021. The temporary shutdown of non-essential retail outlets in 2020 and the restrictions on their operation during the first quarter of 2021 drove many more consumers than usual online.
The pandemic has accelerated strong underlying trends in Estonia, with e-commerce already demonstrating impressive growth over the historic period. Estonia is well-known for its nationwide high-quality internet coverage, and the popularity of online goods and services in general.
Modern grocery retailers have been forced to become far more active in online sales in during the pandemic, with players like Rimi Eesti Food AS forced to accelerate the development of their e-commerce offer in order not to lose sales. Home delivery of complex grocery orders that include fresh produce has been a sticking point for stronger development of this, but the pandemic has forced stronger change.
E-commerce sales are set to continue to slow from 2022, as the pandemic-related restrictions that shifted many consumers online become less of an issue. Nonetheless, the channel is set to deliver high double figure growth in current terms over the forecast period, underpinned by a strong e-commerce infrastructure in terms of cybersecurity, payment and delivery, as well as an innovative and highly flexible digital industry.
A short-term challenge to e-commerce may be the lifting in restrictions on social distancing and other factors that have kept consumers out of physical stores during the pandemic. Consumers who have spent as much of the year at home as possible are anticipated return to the high street with enthusiasm after the pandemic is over, or at least perceived to be under control.
The strength of the country’s digital infrastructure underpins very high consumer trust in e-commerce and the population is increasingly open to retail innovation in the channel as a result. Estonia has a very highly regarded AI industry that has developed some interesting technology.
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Understand the latest market trends and future growth opportunities for the E-Commerce (Goods) industry in Estonia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the E-Commerce (Goods) industry in Estonia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Sales of consumer goods to the general public via the Internet. Please note that this includes sales through mobile phones and tablets (i.e. m-commerce). E-commerce includes sales generated through pure e-commerce websites and through sites operated by store-based retailers. Sales data is attributed to the country where the consumer is based, rather than where the retailer is based. The definition of e-commerce is agnostic as to where actual payment takes place; if an order is initiated online, it is considered to be an e-commerce transaction, even if the order is ultimately paid for in-store (or elsewhere). As a result, all ‘click-and-collect’ and ‘collect-at-store’ transactions are counted as e-commerce sales. E-commerce excludes sales of: (a) Consumer-to-consumer (C2C) and business-to-business (B2B) sales, although please note that sales between businesses and consumers (i.e. B2C sales) on sites such as eBay are included; (b) Sales of motor vehicles, motorcycles and vehicle parts; (c) Tickets for events (sports, music concerts, etc.) and travel; (d) Sales of travel and holiday packages; (e) Revenue generated by online gambling sites; (f) Returned products/unpaid invoices; and (h) Internet sales from direct selling companies, as these are tracked in Direct Selling market size/shares. Example e-commerce brands include Amazon.com, Zappos.com, Apple.com, iTunes, Rakuten, Tesco.com, Dell.com, Coles Online, etc. 3rd Party Merchant sales through online marketplaces, such as Amazon.com, eBay.com and Walmart.com, are included and split out in shares. 3rd party merchants are the summation of sales that come from businesses that are present on an online marketplace (e.g. Amazon, Alibaba). Marketplaces are websites that allow multiple merchants to sell on the marketplace website, with the marketplace operator processing the transactions, but many marketplaces provide offer other services as to help with shipping, handling, payment, and product storage. The marketplace is not the merchant of record legally, but for the sake of shares, sales from 3rd part merchants are attributed to the marketplace brand operator.See All of Our Definitions
This report originates from Passport, our E-Commerce (Goods) research and analysis database.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!