FINNISH E-COMMERCE

2018

FINNISH E-COMMERCE

Everything you need to know about e-commerce in Finland 2018

FINNISH E-COMMERCE 2018

CHAPTER 1

FINNISH E-COMMERCE Finnish E-commerce is a statistical report that provides a detailed analysis of the e-commerce market in Finland and the Nordic countries.

The report is partly based on a survey completed by the research institute YouGov during the second quarter of 2018. The survey is based on interviews conducted with more than 7 000 internet users in Finland, Denmark, Norway and Sweden. 2 000 of respondents reside in Finland.

This report is available in Finnish at raportti and in English at report. You can also find a complete English version of the Finnish, Norwegian, Swedish and Danish reports at nordic-report.

ABOUT PAYTRAIL Paytrail is a Finnish payment service provider, founded in 2007. Paytrail's payment service is used in over 10 000 online stores/services and more than five billion euros worth of physical goods and services have been purchased using it.

The company employs over 50 people and has its headquarters in Jyv?skyl?, Finland. Paytrail is part of the Nets Group. Read more at .

Paytrail Plc Innova 2, Lutakonaukio 7 40100 Jyv?skyl?

Phone: +358 20 718 1820 E-mail: support@ Web:

Nordic Content Manager: Line Jarl Holm / DIBS Marketing Director: Suvi Tikkanen / Paytrail Services Marketing Manager: Pekka Majaniemi / Paytrail

Project coordinator: Lotte Nedergaard Lauridsen / Brand Movers Editor: Ditte Maltha Mailund / Brand Movers Graphic designer: Trine M?nster-Swendsen / Brand Movers

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CONTENT

01

THE MARKET

Intro: Markus Laurio . . . . . . . . . . . . . . . . . . . . . . . . . . 4 Chapter intro: Kari Melender . . . . . . . . . . . . . . . . . . . 7 Segments . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 Services. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10

Case: Hamsto . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12 Subscription. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14 Goods . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16

Case: Finnish Design Shop. . . . . . . . . . . . . . . . . . . . 18 Travel. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20

Case: Ruter. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22

03

CONSUMERS

Chapter intro: Emilia Linnera. . . . . . . . . . . . . . . . . . . 33 Men vs. women . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 34 Families . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 35 Target consumers / Mr. Big Spender . . . . . . . . . . . . 36 Target consumers / Mrs. Shop A Lot . . . . . . . . . . . . . 37 Trends: Patrik M?ller . . . . . . . . . . . . . . . . . . . . . . . . . . 38 Consumer behavior . . . . . . . . . . . . . . . . . . . . . . . . . . . 39 Junior vs. senior . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 40

Case: C More . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 41 Mobile consumers . . . . . . . . . . . . . . . . . . . . . . . . . . . . 42 Foreign trade. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 44

02

ONLINE PAYMENTS

Chapter intro: Suvi Tikkanen . . . . . . . . . . . . . . . . . . . 25

Preferred payment method . . . . . . . . . . . . . . . . . . . . 26

Saved card information . . . . . . . . . . . . . . . . . . . . . . . 30

Mobile payment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31

04

NORDIC COMPARISON

Chapter intro: Vesa Kortteinen. . . . . . . . . . . . . . . . . . 49 Payment methods . . . . . . . . . . . . . . . . . . . . . . . . . . . . 50 Saved card information . . . . . . . . . . . . . . . . . . . . . . . 52 Did you know?. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 53 Mobile foreign trade. . . . . . . . . . . . . . . . . . . . . . . . . . . 54 Tips & advice . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 55

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MARKUS LAURIO // INTRO

FINNISH E-COMMERCE CONTINUES TO GROW RAPIDLY

Consumers have really taken to online shopping. As a result, Finnish e-commerce is growing significantly faster than the rest of the economy. Companies that successfully digitize their business processes will be major winners in the future.

The Finnish economy is on the rise, and the positive economic growth also affects the e-commerce business. This year's report finds that Finnish e-commerce is growing at a significantly higher pace than the rest of the Finnish economy. This is an important point in the Finnish business landscape: companies that are able to digitize their business and establish a user-friendly online experience, will have the most favorable conditions in the future. This is because an ever increasing amount of consumers prefer to make their purchases online.

majority of their money online. In 2018, Finnish consumers have spent a total of 5,7 billion euros on online travel purchases. Finnish consumers are also likely to shop online for these two categories: services and physical goods. For example, 36 percent of consumers have bought various tickets online, and 53 percent have purchased clothes online. The figures also show that 16 percent of Finns have shopped for food and groceries online. This means that even basic everyday purchases are gradually moving into the digital space.

finds that mobile payment methods such as MobilePay are gaining ground. Mobile payments are not as prominent in Finland as in other Nordic countries, but they will certainly grow in popularity as consumer awareness increases.

According to Finnish consumers, the best part of online shopping is the availability and speed of making purchases. Consumers want to save time and have a large selection of items accessible 24 hours a day, and this is unlikely to change any time soon.

In 2018, the total revenue from Finnish e-commerce is estimated to be 12,2 billion euros. This is an increase of 18 percent compared to 2017, which represents a significant improvement when compared to the approximate 3 percent growth of the total Finnish economy. Travel continues to be the category where Finns spend the

Online banking remains the most popular payment method in Finland. However, according to this year's report, an increasing number of consumers prefer to pay by invoice. This is because invoice is considered a very secure payment method that allows the customer to postpone payment until the item has been received. The report also

We hope that this year's report will give you a better understanding of Finnish e-commerce. Perhaps you can even gain some insights on how to enhance your own webshop.

Enjoy the report.

Consumers want to save time and have a large selection of items accessible 24 hours a day, and this is unlikely to change any time soon.

MARKUS LAURIO, CEO, Paytrail

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FINNISH E-COMMERCE 2018

CHAPTER 5

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