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According to a survey from 2019, fashion retailer Zalando and electronics retailer Verkkokauppa.com were the most favored online shops among Finnish consumers. As of 2019, roughly ** percent of the respondents in Finland made a purchase during the last six months on these online shop websites. Other popular online retailers included Adlibris, CDON, Amazon, and eBay.

Active e-shoppers

The Finnish e-commerce market has grown rapidly in the past years. Based on 2019 survey results, over half of or more. Nonetheless, only percent bought online weekly. Despite the significant increase in digital purchasing, the Finnish e-shoppers were still behind other Nordic countries in terms of online shopping penetration as of 2019.

Leading product categories

Finns not only rely on foreign retailers for online purchases. Domestic online stores, such as Verkkokauppa.com, Elisa, and Kärkkäinen are also popular. A 2019 e-commerce survey shows that the from online retailers were clothing and footwear (especially for women), home electronics, and media products, such as CDs, DVDs, games, books, and magazines. Finnish consumers, who bought CDs, DVDs, or games, estimated that over ** percent of their purchases were made online.