Finnish e-commerce consumer behavior - spring 2026 🇫🇮
Online shopping continues to grow in Finland. Since 2024, the share of consumers shopping online has increased by around two percentage points each year. At the same time, shopping is becoming more frequent: monthly purchasing is the most common behavior and has increased since last year, while the share of consumers shopping quarterly has decreased. Improving consumer confidence, despite weak economic growth, may be contributing to more frequent shopping overall, while the ability to compare prices and access a wide range of products continues to make online shopping appealing.
Clothes and footwear continue to be the most shopped category online. Groceries has become number two on the top three list of categories bought online most recently. The growth in online grocery shopping may also reflect a greater willingness among consumers to pay for convenience as household finances start to improve.
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 groceries, could be especially important.
