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Ecommerce in Finland: How to succeed

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E­commerce in Finland - the golden opportunity

   

When it comes to e­commerce, Finland is still trailing other Nordic countries.
This is good news for your company. 

Amid a downturn in the Finnish economy, sales of online retail goods in 2014 was up to 3,6 billion euros compared to the year before. E­commerce in Finland has seen a growth by 20 percent in the last five years. Oula Järvinen, CEO of Ecommerce Finland, is aware of reports saying that Finland is falling behind other Nordic countries. He is not, however, in agreement with them.

– Not if you look at the statistics. The Finnish commerce federation showed that 16 percent of the non-food retail industry was online during 2014. That’s slightly above the OECD average. And late last year was especially big for smaller e-commerce companies.

Oula_Jarvinen.png"The Finnish commerce federation showed that 16 percent of the non-food retail industry was online during 2014. That’s slightly above the OECD average. And late last year was especially big for smaller ecommerce companies”, says Oula Järvinen.  ­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­


Whichever way you look at it, the Finnish market for e­commerce seems to hold untapped potential for a Swedish company wanting to take hold in the sauna nation.

– There is nothing wrong with their appetite for buying goods online, says Jouni Lamberg, head of E­commerce Postnord Finland. On the contrary, the Finnish consumers want to shop and are on the same technological level as the other Nordic countries. But the domestic supply is not enough. ­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­

DON'T MISS:  Find out the one big difference between the Swedish and the Finnish consumer. READ MORE

And the appetite is the largely same regardless of gender, income and age group. There is a considerable dip when looking at people between 50 and 65 but other than that, no one should be discouraged from the desire to sell stuff in Finland.

You need to be aware of four things though: (1) your online retail store need to be in the Finnish language, (2) it must support online banks and (3) if you’re thinking omni channel consider the fact that 15 in 100 Finns still use Windows Phone as their operating system of choice. Also note that (4) the customer no longer has the legal right to return purchased goods free of charge, that law was changed by the EU last summer. (However most successful ecommerce companies still have their returns free of charge as consumers are not willing to pay a return fee).

And other than that?

– Not much. You know, Sweden and Finland are quite similar, says Ilari Aalto, sales manager at Paytrail.

INSIGHT IN SHORT:

Finnish consumers want to shop and are on the same technological level as the other Nordic countries. Despite the slump in the economy, e­commerce has seen a growth by 20 percent in the last five years. But the domestic supply is not enough. The Finnish market for ecommerce seems to hold untapped potential for a Swedish company wanting to take hold in the sauna nation.

Text by: Peter Ottsjö
 


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