One in ten euros spent in Finnish online shopping goes to China

A new study by the Finnish Commerce Federation reveals that one in ten euros spent on online purchases in Finland now ends up in China, as cross-border e-commerce from the country continues to surge.

The report, published Tuesday, shows that while domestic online retail grew slightly faster than foreign competitors last year, Chinese platforms saw particularly strong expansion. The average purchase value from Chinese online stores has halved in two years, but total spending has increased sevenfold in the same period.

Chinese e-commerce giant Temu has risen to become Finland’s seventh most visited online store. However, eight of the top ten most visited platforms remain Finnish, according to Jaana Kurjenoja, chief economist at the Commerce Federation.

Finnish consumers spent approximately €5.6 billion in domestic and foreign online stores last year. The federation forecasts continued growth in 2025, though ongoing conflicts in the Middle East could slow expansion if logistics costs rise or consumer confidence weakens.

Social media is increasingly serving as both a product discovery channel and a direct sales platform. Over a quarter of Finns under 65 now search for product information on social media, rising to 43 percent among under-30s. One in four adults has also made purchases directly through social media platforms.

The most popular online purchase categories remain consumer electronics, fashion, and cosmetics, with food and beverages emerging as the fourth-largest segment for both domestic and international orders.