Report: Estonian e-commerce among the top in Europe

TALLINN - According to the 2026 European E-commerce Report, European e-commerce is still growing, but the pace has slowed. Estonia stands out in the report on several fronts: its e-commerce turnover per capita reached 4,252 euros in 2025, the second-highest result among European countries.

European B2C e-commerce turnover was 911 billion euros in 2025, a 7 percent increase from the previous year. For 2026, turnover is projected to grow to 961 billion euros, a 5 percent increase. Adjusted for inflation, real growth last year was 4 percent. Western Europe remains the largest market, accounting for 57 percent of European e-commerce turnover. However, the markets in Southern and Eastern Europe are experiencing the fastest growth.

For Estonian companies, 97 percent of online sales came through their own websites or apps, the highest figure in Europe. "Estonia's result shows that our e-commerce sector is mature, with companies having built strong, independent sales channels. At the same time, the low use of marketplaces means many businesses have not yet capitalized on the opportunity to reach new customers outside Estonia. Cross-border sales represent the next significant growth area," Tõnu Väät, head of the Estonian E-commerce Association, said in a press release.

In 2025, 93 percent of Europeans used the internet, a figure projected to rise to 95 percent by 2026. Last year, 75 percent of Europeans aged 16-74 made purchases online, compared to 68 percent in 2021.

According to the report, efficiency and customer experience are becoming more crucial in mature markets. Artificial intelligence is increasingly being used in customer service, marketing, personalization, pricing, and analytics. In the future, agentive AI may start handling a larger share of the purchasing process on behalf of the consumer.

Consumers have become more price-sensitive, comparing prices more frequently, seeking cheaper alternatives, and placing greater importance on used goods and cross-border purchases. Payments and logistics are also evolving rapidly, with advancements in mobile payments, digital wallets, instant payments, buy-now-pay-later services, and the proliferation of parcel lockers and pick-up points.

"The era of rapid growth in mature markets is over, and success now hinges on efficiency. Artificial intelligence helps companies improve their service, pricing, and customer understanding. At the same time, we must ensure that regulations do not become overly burdensome for small merchants and that we compete with non-European platforms on a level playing field," Väät added.

The Estonian E-commerce Association is an umbrella organization with over 530 member companies. The association also issues the "Secure Shopping" trustmark.