SEO
E-commerce Shopping Trends in Finland 2025
AV
Anna Virtanen
·3 min read
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AV
Written by
Anna Virtanen
Digital marketing expert at Gaasly, helping businesses grow in international markets.
Written by
Digital marketing expert at Gaasly, helping businesses grow in international markets.
In our increasingly digital world, the role of e-commerce has become more significant, and Finland is no exception. During 2024, the use of e-commerce in Finland saw substantial growth, expanding into new product and service categories. In this article we will explore more of the trends and consumer habits in Finnish e-commerce and how the year 2025 looks like.
E-commerce has become a staple in Finnish daily life, with its share in the overall market growing. An impressive 77% of Finnish consumers have made online purchases in the past 28 days. Shopping behavior has broadened to include categories such as clothing, electronics, and travel, which remain popular. Additionally, home electronics, cosmetics, and pharmacy products have also seen increased popularity.
Digital marketing plays a crucial role in the success of e-commerce business. Finnish consumers are increasingly informed and demanding, highlighting the importance of brand visibility and customer experience. Effective digital marketing strategies, such as social media campaigns, email marketing and targeted advertisement, are key in reaching and engaging customers.
Search Engine Optimization (SEO) is vital for e-commerce, helping businesses reach potential customers through search engines. In Finland, where Google dominates, SEO strategies should focus on producing relevant content, optimizing keywords, and developing mobile-friendly websites.
The share of travel-related services in e-commerce has grown to 34%. The growth shows the increasing interest of Finns in travel and their confidence in using online platforms to book and manage travel services.
Electronics continues to be a significant segment of the e-commerce market in Finland. It is currently the second largest segment and it is expected that during 2025 almost half of all electronic purchases in Finland will be made online.
Regarding payment methods, online banking payments remain the most popular, but the use of mobile payments is on the rise. The emphasis on local products is strong in Finnish e-commerce, with over two-thirds of Finnish preferring local online shops.
Fridays are particularly popular for online shopping. Major sales events, like Black Friday, are clearly reflected in e-commerce sales figures. Conversely, Christmas Eve tends to be quieter time for online shopping.
In Finland, the popularity of e-commerce in clothing and electronics aligns with other European countries. This suggests the while local characteristics are important, certain global trends influence the development of e-commerce broadly.
Finnish people have integrated e-commerce into their everyday lives. Digital marketing and SEO are essential factors in e-commerce success. Consumers value ease, security, and speed in online shopping, and local e-commerce continues to grow, adapting constantly to the changing needs and desires of consumers.
Gaasly offers expert guidance in the Finnish market, combining adaptability with native understanding. Their approach ensures brands resonate in Finland's unique digital landscape, leveraging the latest trends for effective engagement and growth in Finnish e-commerce.
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