Estonia's social commerce market in 2026 continues to grow rapidly, driven by high internet penetration and a digitally savvy population. The majority of users are aged 25-34, reflecting a young, tech-oriented consumer base. Mobile shopping dominates, accounting for over three-quarters of all transactions, indicating the importance of mobile-friendly platforms and fast internet connectivity.
The average monthly expenditure per user has increased by 15% compared to 2024, showcasing rising consumer confidence in social commerce. Facebook Marketplace remains dominant, but emerging platforms like Instagram Shops are gaining ground. Estonia's small but dynamic market highlights the importance of targeted marketing and personalized shopping experiences for continued growth.