“According to PostNord's E-commerce in the Nordics report, about 80% of Finns shop outside Finland's borders.”

FinnishPostNordin pohjoismaalaisten kuluttajien ostokäyttäytymistä luotaavasta Ecommerce in the Nordics -tutkimusraportista selviää, että pohjoismaalaisista 78 % on tehnyt ostoksia ulkomaalaisista verkkokaupoista viimeisen vuoden aikana. Suomalaista osuus on vieläkin suurempi, peräti 80 %.# Edullinen hinta vai laajempi valikoima – mikä vetää suomalaiset ulkomaisiin verkkokauppoihin? PostNordin pohjoismaalaisten kuluttajien ostokäyttäytymistä luotaavasta Ecommerce in the Nordics -tutkimusraportista selviää, että pohjoismaalaisista 78 % on tehnyt ostoksia ulkomaalaisista verkkokaupoista viimeisen vuoden aikana. Suomalaista osuus on vieläkin suurempi, peräti 80 %. PostNordin verkkokauppa-asiantuntija Linda Nyberg pohtii syitä ja esteitä ulkomailta ostamiseen. ### Mikä meitä houkuttaa ostamaan ulkomailta?

Finns are frequent international shoppers. 8 out of 10 have made an online purchase from abroad.# Cross-border shopping marketplaces in Finland - spring 2026 Finns are frequent international shoppers. 8 out of 10 have made an online purchase from abroad. However, in 2025, import parcels grew at a slower pace than domestic parcels, in contrast to 2024 when imports grew faster. Temu has moved into the top position among marketplaces, while Zalando and Amazon have both dropped in the rankings. Amazon now ranks fourth, behind the category “Other”, which often includes circular platforms such as Vinted and Tori. …

• Have made an online purchase from abroad during the last year, 74%Population: 5.5 million 1 • Shop online at least monthly, 80% • Most common delivery method: parcel locker, 50% • Most common payment method: online bank payment, 32% • Have made an online purchase from abroad during the last year, 74% • Have bought second hand items online during the last 30 days, 22% ##### Sweden

The share of Finnish consumers who have shopped from abroad has increased compared to 2024. 80 percent have shopped online from abroad during the last year, compared to 74 percent in Autumn 2024.## More Finns shop online from abroad driven by price and selection The share of Finnish consumers who have shopped from abroad has increased compared to 2024. 80 percent have shopped online from abroad during the last year, compared to 74 percent in Autumn 2024. Sweden remains the most popular country to shop from, although losing market shares to Germany. Finns are the most price-driven consumers in the Nordics when shopping from abroad. Other important drivers are a wide selection and that the desired products are unavailable locally. More consumers purchased from abroad because the product they wanted was unavailable in Finland, compared to last year. …

FinnishSuomalaisista kuluttajista 80 prosenttia kertoo ostaneensa tuotteita verkosta viimeisen kuukauden aikana, kun ruotsalaisilla vastaava luku on 88 prosenttia, norjalaisilla 81 prosenttia ja tanskalaisilla 80 prosenttia. … 39 prosenttia suomalaisista tekee verkko-ostoksia ulkomailta vähintään kerran kuukaudessa.- Kaikki ikäryhmät mukaan luettuna suomalaisten suosituin verkkokauppa on Zalando (31 %), toiseksi suosituin Temu (24 %) ja kolmanneksi suosituin Amazon (13 %). Temu on kolmen suosituimman verkkokaupan joukossa kaikissa tutkimuksessa mukana olleissa Pohjoismaissa. - Suomalaisista kuluttajista 80 prosenttia kertoo ostaneensa tuotteita verkosta viimeisen kuukauden aikana, kun ruotsalaisilla vastaava luku on 88 prosenttia, norjalaisilla 81 prosenttia ja tanskalaisilla 80 prosenttia. Vuonna 2019 Suomen vastaava luku oli ainoastaan 50 prosenttia. - 39 prosenttia suomalaisista tekee verkko-ostoksia ulkomailta vähintään kerran kuukaudessa. 18–29-vuotiaista vastaajista 15 prosenttia tekee verkko-ostoksia ulkomailta viikoittain. Ulkomaisista verkkokaupoista ostaessaan suomalaiset suosivat Ruotsia. Temu on yli 50-vuotiaiden suomalaisten suosituin verkkokauppa. Tämä ilmenee PostNordin E-commerce in the Nordics -tutkimusraportista*, jossa vertailtiin 18–79-vuotiaiden suomalaisten, ruotsalaisten, norjalaisten ja tanskalaisten kuluttajakäyttäytymistä verkkokaupassa.

Finland and Norway are the Nordic countries whose residents shop outside national borders to the greatest extent. Two in five Finnish online consumers made at least one foreign purchase during the time period.#### Global competition Foreign webshops attract Nordic consumers to shop online by offering unique goods, a large product selection and in many cases, also lower prices. In the first six months of 2018, on average, one in three Nordic e-commerce con sumers stated that they had shopped from abroad. Finland and Norway are the Nordic countries whose residents shop outside national borders to the greatest extent. Two in five Finnish online consumers made at least one foreign purchase during the time period. Finnish online consumers also stand out for primarily buying fashion products abroad, which can probably be explained by a weak domestic fash ion selection online. Swedes’ foreign shopping online sharply declined in the first half of 2018 compared with the same period last year. One important explanation for this decline is the handling fee for parcels imported from non-EU countries, which PostNord introduced on March 1, 2018. …

39% of the Finns shop online from abroad at least once a month, a small increase from 38% in 2019.… only 18% of the 30-49-year-olds. In the oldest age group, consisting of 65-79-year-olds, only 9% shop online weekly. Beauty and health, groceries, and home electronics account for as much as 37% of the online purchases. Groceries have become more popular to buy online. The category was the sixth most popular in 2019 and has advanced to third place 2024. For women, the second most popular category is beauty and health, for men it is home electronics. International e-commerce 39% of the Finns shop online from abroad at least once a month, a small increase from 38% in 2019. Among respondents between 18 and 29 years old, 15% shop online from abroad every week. For the other age groups, less than 5% do so. 8% of the men shop online from abroad every week compared to 5% of the women. About 40% shop from either Germany or Sweden. Sweden is now the most popular country to shop from and has advanced from the third most popular country to shop from in 2019. Zalando is the most popular online marketplace for Finnish shoppers. …

• Have made an online purchase from abroad during the last year, 74%Population: 5.5 million 1 • Shop online at least monthly, 80% • Most common delivery method: parcel locker, 50% • Most common payment method: online bank payment, 32% • Have made an online purchase from abroad during the last year, 74% • Have bought second hand items online during the last 30 days, 22% ##### Sweden

Finland sees 80% of consumers shopping online monthly, with parcel lockers (50%) being the most favored delivery option. Finnish consumers are also highly engaged in international online shopping, with 74% having purchased goods from foreign retailers in the past year.### Country-Specific Insights: - Sweden: A high percentage (89%) of Swedish consumers shop online at least once a month, with a notable preference for service point delivery (46%). Cross-border shopping is also common, with 65% having made a purchase from abroad in the last year. - Finland: Finland sees 80% of consumers shopping online monthly, with parcel lockers (50%) being the most favored delivery option. Finnish consumers are also highly engaged in international online shopping, with 74% having purchased goods from foreign retailers in the past year. - Denmark: In Denmark, 86% of consumers shop online at least once a month, and 44% prefer using service points for delivery. Denmark has one of the highest rates of cross-border shopping in the region, with 80% of Danes making international purchases. - Norway: In Norway, 87% of consumers shop online regularly, with service points being the most common delivery method. …

Finns are frequent international shoppers. 8 out of 10 have made an online purchase from abroad.Shopping groceries online is most popular among 30–49-year-olds and 65–79-year olds. For 30–49-year-olds, time efficiency may be a key driver, while for 65–79-year olds, convenience, such as reduced need for travel and not having to carry heavy grocer ies, could be especially important. Finns are frequent international shoppers. 8 out of 10 have made an online purchase from abroad. However, in 2025, import parcels grew at a slower pace than domestic parcels, in contrast to 2024 when imports grew faster. 1 Temu has switched place with Zalando and is now in first place among the most common marketplaces Finns have made a purchase from during the last three months, while Amazon remains in third. One explanation for Temu’s rise is the continued price sensitivity among Finnish consumers, boosting platforms known for low prices. …

In August and September this year, a total of 4,000 respondents aged between 18 and 79 were surveyed. Respondents came from Denmark, Finland, Norway and Sweden. … In this newest report, 78 percent of consumers in the region had bought something online from abroad in the last 12 months.In the second quarter of this year, 78 percent of Nordic consumers placed an online order at a store from abroad. Compared to the same period last year, this is an increase of 4 percent. Cross-border shopping is associated with lower prices, for most consumers in the Nordic countries. These data come from the newest E-commerce in the Nordics Autumn 2025 report, published by PostNord. It gives an insight into consumer behavior in the region. In August and September this year, a total of 4,000 respondents aged between 18 and 79 were surveyed. Respondents came from Denmark, Finland, Norway and Sweden. ## 83% of respondents shopped online … ## Reasons to shop abroad In this newest report, 78 percent of consumers in the region had bought something online from abroad in the last 12 months. The most common reason to shop abroad is lower prices. China is still the most popular destination for cross-border orders. > ‘Sweden and Denmark are becoming more associated with lower prices’

In autumn 2024, 22 percent shopped second-hand and only 16 percent actively considered sustainability when making online purchases according to PostNord’s survey.## Consumer Behavior In early 2025, 82 percent of individuals made online purchases in the past 30 days and 20 percent do it weekly. In autumn 2024, 22 percent shopped second-hand and only 16 percent actively considered sustainability when making online purchases according to PostNord’s survey. This suggests that although many Finns enjoy online shopping, sustainability concerns are not yet a major factor for most consumers. Finnish shoppers tend to focus more on convenience and price. Many Finns believe that there are advantages to shopping online, finding it cheaper and more convenient, offering a larger and better range of goods and services, and saving time when compared with traditional brick-and-mortar retailers. …

The report also shows that although it is popular to shop from neighboring countries, the proportion of purchases made from providers outside the Nordic region is increasing, with market participants such as Zalando, Amazon, Shein and Temu steadily increasing their market share,” comments Annemarie Gardshol, President and Group CEO of PostNord.Today, May 28, sees the publication of the report that looks at the similarities and differences in e-commerce in the Nordic region and shows how consumer behavior has developed and changed during the year, which it is more important than ever for e-retailers to know about. “The Nordic region is often treated as one single market. However, this report shows that there are numerous differences between the countries in terms of customer preferences, such as delivery methods. The report also shows that although it is popular to shop from neighboring countries, the proportion of purchases made from providers outside the Nordic region is increasing, with market participants such as Zalando, Amazon, Shein and Temu steadily increasing their market share,” comments Annemarie Gardshol, President and Group CEO of PostNord. We compiled the same kind of report annually between 2010 and 2019, thereby tracking how Nordic customers increased their online shopping. Then came the pandemic and e-commerce exploded. After a couple of years of negative growth, all the Nordic countries also had a tough 2023. But 2024 looks more promising for the Nordic economy, according to forecasts. The reason we are now publishing our e-commerce report again is because we see how the demands on e-retailers are increasing. …

FinnishKoko Pohjoismaiden tasolla tarkasteltuna (pois lukien Islanti) Kiinasta on tullut selvästi suosituin maa verkko-ostosten tekemiselle (30 % vastaajista). Suomen tasolla suosituin maa on kuitenkin edelleen Ruotsi (30 %), mutta Kiina (28 %) kirii täälläkin ja on esimerkiksi mennyt jo Saksan (27 %) ohi.Verkosta etsitään myös yhä vain edullisempia tuotteita. Samalla ilmiöllä on kuitenkin kaksi hyvin erilaista ilmenemistapaa. Toiset hakevat edullisia tuotteita ulkomailta, kun taas toiset kääntyvät käytettyjen tuotteiden pariin. Koko Pohjoismaiden tasolla tarkasteltuna (pois lukien Islanti) Kiinasta on tullut selvästi suosituin maa verkko-ostosten tekemiselle (30 % vastaajista). Suomen tasolla suosituin maa on kuitenkin edelleen Ruotsi (30 %), mutta Kiina (28 %) kirii täälläkin ja on esimerkiksi mennyt jo Saksan (27 %) ohi. Erityisen paljon ulkomailta ostavat nuoret (18–29-vuotiaat), joista 24 prosenttia tekee useamman kerran viikossa ostoksia ulkomaisissa verkkokaupoissa. “Ruotsista ostamisella on Suomessa pitkät perinteet, ja monet ruotsalaiset brändit ovat suomalaisille hyvin tuttuja. Samaan aikaan Ruotsin kruunun heikko tila tarkoittaa, että suomalaiset voivat välillä löytää tuotteita halvemmalla naapurista. Kiinan tarjoamat kauppapaikat sen sijaan kilpailevat aivan omalla tasollaan hintojen suhteen. …

39% of the Finns shop online from abroad at least once a month, a small increase from 38% in 2019.##### International e-commerce 39% of the Finns shop online from abroad at least once a month, a small increase from 38% in 2019. Among respondents between 18 and 29 years old, 15% shop online from abroad every week. For the other age groups, less than 5% do so. 8% of the men shop online from abroad every week compared to 5% of the women.

E-commerce in the Nordic region Consumers who have shopped online in an average month (millions) 2018 2017 Sweden 6.8 3.6 Denmark 3.6 1.9 Norway 3.5 1.8 Finland 2.6 1.4Priority letters/Quickbrev, since 2000 –97% E-commerce in the Nordic region Consumers who have shopped online in an average month (millions) 2018 2017 Sweden 6.8 3.6 Denmark 3.6 1.9 Norway 3.5 1.8 Finland 2.6 1.4 According to surveys carried out for PostNord by TNS Kantar Sifo in 2017 and 2018. The surveys are based on self-assessment.

What do Finns and other Nordics buy online? How much money do they spend on online shopping? Where they shop and what do they consider important in online shopping?# Ecommerce in the Nordics report What do Finns and other Nordics buy online? How much money do they spend on online shopping? Where they shop and what do they consider important in online shopping? Take a look at our research report and get to know Nordic online shopping consumers better!

The share of foreign e-commerce of digital purchases made by Finns is over 37 per cent, while the volume of the domestic online store exports is seven per cent of their turnover.# After two years, online purchases made by Finns started to increase – Driven by foreign online sales Last year, online purchases made by Finns from domestic sources increased by two per cent and online purchases made by Finns from abroad grew by nine per cent. Health and cosmetics purchases increased particularly strongly, driven by various global trends and low-price foreign commerce. The share of foreign e-commerce of digital purchases made by Finns is over 37 per cent, while the volume of the domestic online store exports is seven per cent of their turnover. The development of consumer services has been forgotten in the government’s industrial policy. According to an e-commerce survey by the Finnish Commerce Federation, Finns spent almost EUR 5.4 million on products purchased from online stores last year. After a two-year slump, the volume of online purchases increased by four per cent. However, domestic e-commerce only grew by two per cent, while the volume of purchases from abroad increased by nine per cent. …

The share of foreign e-commerce of digital purchases made by Finns is over 37 per cent, while the volume of the domestic online store exports is seven per cent of their turnover.# After two years, online purchases made by Finns started to increase – Driven by foreign online sales Last year, online purchases made by Finns from domestic sources increased by two per cent and online purchases made by Finns from abroad grew by nine per cent. Health and cosmetics purchases increased particularly strongly, driven by various global trends and low-price foreign commerce. The share of foreign e-commerce of digital purchases made by Finns is over 37 per cent, while the volume of the domestic online store exports is seven per cent of their turnover. The development of consumer services has been forgotten in the government’s industrial policy. According to an e-commerce survey by the Finnish Commerce Federation, Finns spent almost EUR 5.4 million on products purchased from online stores last year. After a two-year slump, the volume of online purchases increased by four per cent. However, domestic e-commerce only grew by two per cent, while the volume of purchases from abroad increased by nine per cent. …