Estonia is the smallest country in the Baltic ‘Estonia-Lithuania-Latvia’ trio but it should not be underestimated when it comes to e-commerce.


  • € 232 mill. e-commerce revenue
  • 4,000 online shops
  • 44% of the online buyers also purchase in other EU countries
  • 32 million inhabitants
  • 90% use the Internet
  • € 48,700.00 in sales per online retailer

Compared to other EU countries, the relatively small country has a population of 1.32 million. An above-average number of them regularly use the Internet and 48% of them shop online. In 2017, the total e-commerce revenues reached about 232 million euros.

Even though the country is small, many businesses have nevertheless decided to sell online. Overall, there are about 4,000 online retailers selling books, tools, household devices, software, hardware, flowers and multi-media products. Airline, boat and event tickets can also be purchased online. The average online retailer generates sales of about 48,700 euros a year. Hotel and travel reservations, concert and cinema tickets, clothing and sports equipment are the most common.

85% of Internet users that shop online purchase directly from Estonian online retailers. However, they also still order avidly from abroad as well. 44% purchase in other EU countries while 35% even purchase from outside the EU. The most popular ‘cross-border’ e-commerce platforms are AliExpress, eBay and SportsDirect.

The topic of ‘mobile shopping’ should also be taken to heart by Estonian online shop operators since 13% of the Internet users shop on their smartphones and 9% on their tablets.  The Estonian populace is generally very open to new trends and invests more time in online activities in general than the European average. The use of e-banking is also the highest in Estonia compared to the entire EU.


To be successful on the Estonian online market, the following points are MUSTS:

  • Paying with online banking is preferred more than average.
  • Go mobile: 73% of Internet users surf mobile.
  • Estonians are among the Europeans with the best knowledge of English. That means that it is not really necessary to translate a webshop into Estonian.