Online shopping on rise in Finland

E-commerce has been slightly more active in Finland in this year than a year ago, according to new E-Commerce Index published by national postal and logistic services operator Posti.

The report follows e-commerce development in the country during January-September 2024, said Posti in a press release on Monday.

“There are small positive signs on the market, and we have delivered slightly more parcels this year at Posti than we did last year. We expect the same trend to continue during the active Christmas season, and for there to be slightly more parcels on the move than a year ago,” said Kaj Kulp, supervisor of Posti’s e-commerce services.

Pharmacy and cosmetics, goods trade, and clothes and shoes were the fastest growing product categories in Posti’s parcel deliveries during January-September.

Parcel volumes decreased most in pet products, consumer electronics, and sports and hobby.

In Posti’s September customer survey, around one fifth of respondents said that they order more online now than they did a year ago.

Domestic stores are preferred, and 79% order from them regularly or occasionally.

Around half of the respondents (52%) order regularly or occasionally from international online stores.

The most important reasons to shop online instead of brick-and-mortar stores are cheaper prices or better discounts (50%), being able to shop when it bests suits you (49%), and wider selections (44%).

The most popular way to receive an online order is the parcel locker (65%) and 20% of respondents prefer service points with staff, and 10% prefer home deliveries.

The e-commerce of used items is growing in Finland. The number of parcels delivered by Posti that contain second hand treasures has multiplied by five in the past year.

The popularity of second hand is highlighted among younger consumers.

In Posti’s customer survey, 66% of under 30-year-olds sell and 79% buy used items online regularly or occasionally.

Out of all the respondents, 44 % sell and 40 % buy used items online regularly or occasionally.