Consumers in Finland were buying more and more online during the review period. The COVID-19 pandemic accelerated the shift toward e-commerce as consumers looked for alternative shopping methods whilst avoiding physical retail outlets in 2020.
The most notably development in e-commerce was the very steep growth of food and drink e-commerce in the Spring of 2020 as consumers first adapted to the threat of the novel COVID-19 virus. Demand in food and drink e-commerce increased so suddenly that players actually had challenges supplying the demand.
Before the COVID-19 pandemic, there were concerns in Finland that e-commerce might benefit foreign companies while harming domestic companies. The fear was that Finnish players might not be able to compete with large, multinational players who have a wider product assortment, lower prices and are much more efficient in services such as home delivery.
During the COVID-19 pandemic more Finnish consumers have adopted work from home or flexible working arrangements and it is believed that this approach to work may prove persistent even as the threat of COVID-19 subsides in the forecast period. Despite the growth of mobile e-commerce over the review period, the fact that consumers spent more time working at home on their computers led to an increase in e-commerce sales through computers over the less convenient smartphone or tablet sales.
Companies in Finland are expected to tend towards omnichannel strategies in the forecast period, accelerated by their experiences of COVID-19 and the new emphasis on contact-free, quick and efficient delivery and service options. Click and collect services, therefore, will be very important in the forecast periods, whilst showrooms will also remain an important aspect of the consumer shopping experience as many consumers will still prefer to see products first hand before purchasing them.
For years now there have been rumours that Amazon is set to expand into Nordic markets in the forecast period. Amazon is now present in Sweden, having launched its e-commerce platform in the country in October 2020, which could bode well for the e-commerce giant’s entry into Finland.
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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.
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