Finnish online shopping behaviour, spring 2025 🇫🇮
Finnish consumers are becoming more frequent and convenience-driven online shop-pers. Young Finns shop online more regularly than ever before, driving the development of e-commerce forward.
Overall, there has been little change in the share of consumers shopping online in the last 30 days, as well as the frequency of their shopping. However, there have been more notable changes in different age groups.
These changes are particularly noticeable among younger consumers, especially regarding how often they shop online. In 2025, 50 percent of the consumers aged 18–29 shop online weekly, compared to 33 percent in 2024. The fact that they shop online to a much broader extent this year compared to last year indicates that they are increas-ingly comfortable with and reliant on online shopping. Altogether, this points towards continuous growth in the Finnish e-commerce market.
