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. This suggests that the marketplace landscape is becoming more diverse, with both low-price platforms and second-hand marketplaces gaining popularity.
Younger consumers, who shop more spontaneously and often more frequently, tend to buy from nearby markets such as Sweden and Germany where delivery is faster. Older consumers’ purchases are more planned and less frequent, which may make them more willing to order from distant markets such as China where delivery times are longer, but prices are often lower. Finland’s e-commerce market is relatively small, which has made international retailers an important part of the market.
