Online shopping penetration in Finland 2024, by gender and age group

Online shopping is a popular way of purchasing any products and services over the internet during the past three months. In 2024, ** percent of men and ** percent of women in Finland had shopped online at some point. 

Online shopping is popular among all generations

Online shopping penetration was highest among individuals aged between 25 and 34 years old, reaching ** percent. The corresponding figure in the age group of 75 to 89-year-old category was ** percent. While online shopping is used for purchasing all kinds of goods. ** percent of Finns buy clothing and footwear, followed by home electronics.

Cross-border purchases are an important factor for Finnish e-commerce

Online shopping allows customers to purchase goods from national and international sellers. Over three-quarters of Finns bought online goods from national sellers in 2023. At the same time, cross-border purchases amounted to ** percent: ** percent of individuals made cross-border purchases from EU sellers, while ** percent of individuals purchased online from non-EU sellers. 
Although the percentage of national purchases is high, only ** percent of enterprises made B2C e-commerce sales via a website in Finland in 2023.