Circular shopping in Finland - spring 2026
Circular shopping continues to grow in Finland, with more consumers both buying and selling second-hand goods. Finnish consumers are generally very active in second-hand markets, making circular platforms a natural part of everyday shopping.
Younger consumers are particularly active, both buying and selling second-hand items online. Clothes and footwear remain the most common purchases and have gained share from categories such as home electronics and books and media. Books and media remain most popular among older consumers aged 65–79.
Low prices remain the main driver behind second-hand shopping. In a period marked by geopolitical uncertainty, circular platforms offer consumers a way to maintain consumption while managing household spending. However, demand is likely to continue growing even as economic conditions improve, as sustainability concerns, long important to Finnish consumers, may once again take on a greater role.
Finnish consumers place the highest value among the Nordic countries on shopping from circular platforms for environmental reasons, a share that has increased since 2024. Together, this suggests that circular commerce in Finland is driven by both economic incentives and sustainability-driven consumer behavior.
