Estonia, e-commerce and logistics

Estonia is an emerging hub for global e-commerce activity.

If you’re wondering how to e-commerce with Estonia, how to send a parcel there and what is the cheapest (and quickest) way to do it... read on.

Image of Tallinn TV Tower, Estonia

Why ship to Estonia?

E-commerce is a booming sector in Estonia, a small Baltic country known for its digital innovation and e-government services. There, you will find a strong digital infrastructure and tech-savvy population, all contributing to rapid e-commerce growth.1

Estonian e-commerce companies have been quick to advance technology and automation to streamline operations and enhance the consumer experience. Artificial intelligence, machine learning, and big data analytics are increasingly used for personalisation and data-driven decision-making.

According to the Bank of Estonia, e-commerce turnover in Estonia was 5.4 billion euros in 2024, which was an 18% growth rate year on year. This E-commerce accounts for a quarter of the total volume of retail trade. 2

  • US$ 875.25 m
    Revenue (2025)
  • 51.5%
    Internet penetration (2025)
  • 28%
    Number of cross-border transactions

[Stats taken from: https://www.statista.com/outlook/emo/ecommerce/estonia]

The e-commerce landscape

There are over 6,000 e-stores in Estonia. 98% of Estonians aged 16-74 use the internet and more than 90% of the population, aged 16-74 has used e-commerce. 3

In the e-commerce market, the number of users is expected to amount to 702.1k users by 2029. 4

Opportunities

Since the pandemic, concert, cinema and theatre tickets are the most purchased items online, which is as much as 42%. Electronics come 2nd place (30%). Followed by clothes and shoes (25%), cosmetics (23%), perfumes (21%), men’s clothes (20%), Sporting goods (19%) and medicines (7%).

Estonia has a well-developed banking sector dominated by both domestic and foreign banks. Visa and Mastercard are the most preferred e-commerce payment methods.

Logistics

In 2024, Estonians ordered 17 million parcels to parcel machines. That’s an increase of 14% or two million more packages than the previous year. On average, 1.4 million parcels were ordered per month, with a total value of €430 million. In addition to parcel machines, courier deliveries account for approximately 15-18% of the total volume. 5

E-commerce in Estonia is expected to account for 40-50% of total trade within the next decade.6

You can familiarise yourself with the weights and prices of sending a package to Estonia using our helpful shipping rates chart .

Keep in mind

Estonia is part of the EU and follows EU e-commerce regulations. The main authority that regulates e- commerce in Estonia is the Consumer Protection and Technical Regulatory Authority. Sellers need to ensure they comply with the Consumer Protection Act, VAT act and Accounting Act, as well as other relevant laws and standards.

What our experts say:

“E-commerce in Estonia offers many opportunities for sellers who want to reach a tech-savvy and affluent market.”

Simon Perkins, Commercial Director, SAMOS

To find out more about how SAMOS can help you achieve fast and cost- effective deliveries to Estonia get in touch today

1. https://investinestonia.com/business-opportunities/e-commerce/

2. https://news.err.ee/1609637005/quarter-of-estonia-s-trade-turnover-from-e-commerce

3. https://www.trade.gov/country-commercial-guides/estonia-ecommerce

4. https://www.trade.gov/country-commercial-guides/croatia-ecommerce

5. https://news.err.ee/1609637005/quarter-of-estonia-s-trade-turnover-from-e-commerce

6. https://news.err.ee/1609637005/quarter-of-estonia-s-trade-turnover-from-e-commerce