Top 10 E-commerce Marketplaces in Iceland (2026)

The Icelandic e-commerce landscape continues to evolve rapidly, driven by technological advancements and changing consumer habits. In 2026, certain marketplaces stand out for their dominance and innovation.

1. Amazon Iceland

Amazon Iceland captured 35% of the market share in 2026, demonstrating its growing influence and extensive product range tailored to local consumers.

2. Virk.is

Virk.is remains the top local marketplace with a 22% market share, offering a wide variety of Icelandic goods and fast delivery options.

3. Etsy Iceland

Etsy Iceland experienced a 15% increase in users, accounting for 12% of online sales, driven by its focus on handmade and unique Icelandic products.

4. Allegro Iceland

Allegro has expanded its presence, now holding 8% of the market, with a focus on electronics and home appliances.

5. Heima.is

Heima.is secured 7% of the market share, specializing in local furniture, decor, and sustainable products.

6. Bónus Online

Bónus Online's platform grew by 20%, capturing 6% of the e-commerce market, primarily in groceries and daily essentials.

7. Elko.is

Elko.is, focusing on consumer electronics, commands a 5% market share, with a 25% year-over-year growth rate.

8. Skapar.is

Skapar.is, a niche marketplace for Icelandic art and crafts, holds 3% of the market, with rapid growth fueled by increased tourism.

9. Bygging.is

Bygging.is, catering to construction and DIY supplies, accounts for 1.5% of the market, showing steady growth.

10. Neyðarlínan

Neyðarlínan, a specialized platform for emergency and safety equipment, holds a smaller but vital niche with 1% of the market.

Conclusion

The Icelandic e-commerce market in 2026 showcases a blend of global giants and strong local players, reflecting diverse consumer preferences. Continued innovation and tailored services will be key to maintaining growth and market share.

Frequently Asked Questions

Q: What is the dominant e-commerce platform in Iceland in 2026?

A: Amazon Iceland leads with a 35% market share, driven by extensive product offerings and fast delivery services.

Q: Are local marketplaces still important in 2026?

A: Yes, local marketplaces like Virk.is and Heima.is hold significant shares, emphasizing the importance of local products and quick delivery.

Q: What categories are most popular in Iceland's e-commerce market?

A: Electronics, groceries, and Icelandic crafts are among the most popular categories, reflecting diverse consumer needs.

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All statistics are 2026 estimates and projections based on industry trend analysis.