The Estonian e-commerce market started 2026 on a stronger footing than the previous year, with online shopping remaining a daily habit even after the peak holiday season. According to parcel delivery company Venipak, January did not bring the typical post-holiday slowdown, indicating increased stability in consumer behaviour.
“January did not bring the usual sharp decline, but instead showed more stable and predictable buying behaviour. Parcel volumes from the year’s first month indicate continued consumer confidence in e-commerce and an increasingly even distribution of parcel deliveries throughout the year,” said Venipak CEO Andrius Ladauskas.
Venipak data shows that while parcel volumes were naturally lower in January than during the December holiday peak, the decrease was moderate and rather aligned with normal seasonal patterns. Importantly, January 2026 outperformed the same period last year, with parcel volumes across the Baltic states increasing by more than 5% compared to the same period last year. „This confirms that the consumers’ interest in buying from internet shops has changed, and we will soon see that it is more evenly distributed throughout the year,“ Ladauskas said.
Venipak CEO highlights indicators pointing to sustained consumer confidence at the start of 2026. “Broader economic sentiment in Europe has shown modest improvement, and in Estonia, the economic growth is expected as well. Together, stable parcel demand and improving sentiment support expectations of ongoing e-commerce activity in the months ahead.”
“Looking ahead, online shopping will evolve into an everyday habit rather than a seasonal phenomenon, reflected in steady parcel volumes, increasing cross-border shipments, and persistent demand for user-friendly delivery options. While market conditions continue to shift, ongoing investments in technology, network growth, and process optimisation allow Venipak to adapt to evolving customer expectations. At the same time, this challenges the logistics sector to offer sustainable parcel service, with convenience, speed, and reliability,” Andrius Ladauskas said.