Estonia's e-commerce sector is experiencing robust growth in 2026, driven by increasing internet penetration and a digitally savvy population. The total revenue of 1.2 billion EUR reflects a 15% annual increase, indicating strong consumer confidence and expanding online retail options. Mobile commerce dominates, accounting for 65% of transactions, emphasizing the importance of mobile-friendly platforms.
The rising number of online shoppers, now totaling 900,000, shows wider adoption across urban and rural areas. The average order value of 135 EUR suggests consumers are purchasing more premium and diverse products online. Estonia’s digital infrastructure and innovative payment solutions continue to enhance the shopping experience, supporting sustained growth in this sector.