E-commerce remains widespread in Estonia, but the growth of online shopping is stabilizing for the first time since the post-COVID-19 period, according to a recent survey commissioned by Venipak.
According to the survey, 16% of Estonian consumers shop online frequently, ordering goods at least once a week (5%) or once every two weeks (11%). This figure has slightly decreased compared to 2024, when it stood at 18%, and 2023, when it reached 17%.
At the same time, the share of people who shop online moderately has increased. In 2026, 35% of Estonians stated that they shop online once every two to three months. In both 2024 and 2023, the same was reported by 31% of respondents.
In addition, the survey found that 22% of consumers order goods online every three to four weeks, and 26% about once a month, indicating that most Estonians use e-commerce regularly, even if they do not shop frequently.
Only a small share of consumers shop online rarely. In 2026, 6% said they order online less than once every three months, and another 6% said they do not shop online at all.
According to Venipak CEO Andrius Ladauskas, the survey results indicate that Estonia’s e-commerce market has reached a more mature stage of development.
“E-commerce is now deeply integrated into everyday life in Estonia. Instead of rapid growth in online shopping, we are now seeing more balanced and conscious consumer behavior. People continue to shop regularly online, but the pace of growth in purchases has become more moderate,” said Ladauskas.
According to him, this shift reflects the natural evolution of a mature e-commerce market.
“For logistics companies, this means a shift in focus from acquiring new customers to serving existing ones, and to providing a better delivery experience, reliability, and convenience,” Ladauskas added.
About the survey
The survey was conducted by Norstat between January 15 and February 2, 2026. It was carried out using a representative quantitative online survey method and included 505 respondents aged 18–60 from Tallinn, Tartu, Pärnu, and Jõhvi. The study tracked changes in Estonia’s e-commerce and parcel delivery market, comparing results from 2022, 2023, 2024, and 2026.