Social Commerce Statistics in Estonia (2026)

Estonia's social commerce sector is projected to grow significantly by 2026, with a conversion rate of 8.5%. The increasing adoption of social media platforms like Facebook, Instagram, and TikTok has driven more consumers to shop directly within these apps. The number of social commerce users is expected to reach 1.2 million, reflecting Estonia’s digital maturity and high internet penetration rate. Overall, social commerce is becoming a key component of Estonia’s e-commerce landscape.

The total sales through social commerce are forecasted to hit €350 million, indicating a robust growth trend. The average order value is estimated at €55, showing consumers’ willingness to spend more per transaction. With over half of online shoppers engaging in social commerce, Estonia’s digital retail environment is poised for continued expansion, boosted by innovative marketing strategies and seamless payment integrations tailored for local consumers.