Finland, e-commerce and logistics

Finland is known for its high-quality education and social welfare.

But what about its e-commerce market? How easy is it to send a parcel to Finland from the UK? And what is the cheapest and easiest way to get it there?

Read on to find out more about international deliveries to places like Helsinki, Tampere, Turku and more.

Image of Vienna Ringstraße: City Hall in Helsinki

Why ship to Finland?

With just over 5.5 million inhabitants, Finland has the third largest population in the Nordic region. Having joined the Euro in 1999 (and becoming a member of the EU in 1995), Finland is the only country in this region that has the Euro as its currency, making it easy for Finns to shop from other European countries.1

Since 2010, broadband internet access has been considered a legal right of all citizens and businesses. High-speed connections are also available in remote rural areas, and the number of 5G networks is quickly growing. It is estimated that the internet penetration rate will reach nearly 95% by 2029.2

  • 97%
    Finnish households with broadband internet connection
  • 5.34m
    Forecast for internet user numbers in Finland for 2025
  • 73%
    Internet user penetration rate in Finland

[Stats taken from: https://www.statista.com/topics/7400/internet-usage-in-finland/]

The e-commerce landscape

Having the 41st largest e-commerce market in the world which is predicted to amass a revenue of US$ 6,891.2 million by 2025 placing it ahead of Ireland, Finland has significant spending potential.

The Finnish e-commerce market contributed to the worldwide growth rate of 9.8% in 2025 and revenue is expected to show a compound annual growth rate of 3.9% (CAGR 2025-2029) resulting in a projected market volume of US$8,027.1 million by 2029.3

Opportunities

In general, Finnish online consumers are quite keen cross- border buyers, most likely because there have been comparatively few strong domestic brands. As mentioned, they are fond of shopping from Germany, so rather unsurprisingly, Zalando is one of the most dominant marketplaces. This is followed in popularity by eBay and Amazon.

A major factor influencing purchases for people in Finland is quality. The origin of the product or brand is also important, as is whether the product complies with European standards (which is seen as proof of quality). Ecology is also becoming an increasingly important factor influencing the purchasing decisions of Finnish consumers. Sales of food and organic products are growing. Respect for the environment is very important to Finns, and for this reason, the second-hand market is also growing.4

If you are an overseas company attempting to build e-commerce in Finland, it is recommended to make sure that your platform will support local enterprise resource planning systems (ERP), customer relationship management (CRM), local payment methods, and Finnish Post.

Top products bought online in Finland including market share

  1. Hobby & Leisure (26.5%)
  2. Electronics (20.3%)
  3. Fashion (16.5%)
  4. Furniture and homeware (11.8%)
  5. Care products (9.4%)
  6. DIY (9.0%)
  7. Grocery (6.6%)5

Logistics

Due to landform and climate, logistics is concentrated in the southern part of the country, where a range of companies provide logistics and supply chains, freight forwarding, packaging, warehousing, storage, distribution, and pallet trucks.

According to the Finnish Postal Service’s Grand eCom Survey 2022, Finns differ from their European counterparts when it comes to package delivery options and speed. They prefer to collect from a parcel machine or from a distribution point at a time convenient to their own schedule, as opposed to home delivery. Furthermore, Finns do not consider fast deliveries to be that important. They are more interested in being able to choose the place for the delivery. 6

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

Keep in mind

Due to an increase in digital crime, Finns are very distrustful about payment and their data. Digital payments are implemented gradually – digital wallets account for about 12% of payments. PayPal dominates in this field – it covers 10% of payments in e-commerce. 7

What our experts say:

“Finnish e-commerce still has huge potential. There are some similarities to other Scandinavian countries, but there are also differences. With a good shipping partner you can tailor your delivery strategy towards Finnish preferences.”

Simon Perkins, Commercial Director, SAMOS

To find out more about how SAMOS can help you achieve fast and cheap deliveries to Finland get in touch today

1. https://cross-border-magazine.com/finland-consummers-shop-crossborder/

2. https://www.statista.com/topics/7400/internet-usage-in-finland/

3. https://ecommercedb.com/markets/fi/all

4. https://ecommercegermany.com/blog/european-ecommerce-overview-finland/

5. https://ecommercenews.eu/ecommerce-in-europe/ecommerce-in-finland/

6. https://www.trade.gov/country-commercial-guides/finland-ecommerce

7. https://ecommercegermany.com/blog/european-ecommerce-overview-finland