Online shopping remains widespread in Estonia, but the frequency of purchases is stabilising after years of rapid post-Covid growth, according to a new survey commissioned by Venipak.
The survey shows that 16% of Estonian consumers shop online frequently, ordering goods at least once a week (5%) or once every two weeks (11%). This marks a slight decline compared with 2024, when 18% shopped this often, and 2023, when the share reached 17%.
At the same time, the number of more moderate online shoppers has increased. In 2026, 35% of Estonians said they shop online once every two to three months, compared with 31% in 2024 and 31% in 2023.
Another 22% of consumers order goods online once every three to four weeks, while 26% shop roughly once a month, indicating that most Estonians continue to use e-commerce regularly even if they are not frequent shoppers.
Only a small share of consumers rarely shop online. In 2026, 6% reported ordering online less than once every three months, and 6% said they never shop online.
According to Andrius Ladauskas, CEO of Venipak, the results suggest that Estonia’s e-commerce market has entered a more mature stage.
“Online shopping is already deeply integrated into everyday life in Estonia. Instead of rapid growth in purchase frequency, we are seeing more balanced and planned consumer behaviour. People continue to shop online regularly, but the pace of purchases is becoming more moderate,” said Ladauskas.
He added that this shift reflects a natural development of a mature e-commerce market.
“For logistics companies, the focus increasingly moves from attracting new users to providing better delivery experience, reliability and convenience for existing customers,” Ladauskas noted.
About the study
The survey was conducted between 15 January and 2 February 2026 using the Norstat online panel. A total of 505 respondents aged 18–60 from Tallinn, Tartu, Pärnu and Jõhvi participated in the representative quantitative online survey. The study tracks changes in Estonia’s online shopping and parcel delivery market by comparing results from 2022, 2023, 2024 and 2026.