€240 million
Social commerce market size
Estonia's social commerce sector projected to reach €240 million in 2026.
€65
Average social commerce order value
Average order value via social platforms remains steady at €65 in 2026.
48%
Social commerce user penetration
Nearly half of Estonian internet users are engaging in social commerce.
78%
Trust level in social commerce platforms
Most Estonians trust social commerce platforms for secure transactions.
1.2 million
Number of active social commerce buyers
Approximately 1.2 million Estonians participate in social commerce activities.
The high trust in social commerce platforms reflects Estonia's mature digital environment and effective cybersecurity measures. As social commerce becomes more integrated into everyday shopping habits, companies need to prioritize transparency and customer satisfaction to maintain consumer confidence. Continued technological advancements and digital literacy will likely sustain this positive trajectory in Estonia's social commerce sector.
Disclaimer: All statistics presented are 2026 estimates and projections based on industry trend analysis, historical data, and publicly available research. Individual data points may vary from actual figures.