Estonia's e-commerce sector continues to grow strongly in 2026, with an average order value of €86. The increasing adoption of mobile shopping and digital payments has contributed to a total of 12 million transactions annually, reflecting a vibrant online retail environment. E-commerce revenue has reached €1.2 billion, driven by expanding consumer trust and digital infrastructure upgrades.
Mobile commerce accounts for 68% of online sales, emphasizing the importance of mobile-friendly platforms. The high digital payment penetration rate of 85% indicates widespread use of e-wallets and card payments. Estonia's e-commerce landscape benefits from its advanced digital ecosystem, positioning it as a leading Baltic online market with sustained growth prospects.