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Marketplaces e-commerce than comparable age groups in Sweden,
The German fashion retailer Zalando is a popular market Denmark and Norway. However, during the coronavirus
participant in Denmark too, and the company launched pandemic, the online share of total retail sales has increased
its second-hand service Zircle on the Danish market in Finland, and new consumer groups hit the market. The
last year. Another new player is the online platform The percentage of people who state they shop online at least
Founded, started by the Danish fashion company Bestseller once a month has increased from 49% in 2020 to 59% in
Group. The platform offers sales of several fashion brands, 2021, and also, 30% of consumers said that they spent more
including clothing from Jack & Jones, Vero Moda and Only. money than usual during the pandemic.
However, the top three dominants are still Zalando at 42%,
followed by Wish with 22% and Zalando at 20%. The product categories that Finns prefer to buy from
online
Preferred delivery methods Just as in the case of Denmark, the top three most common
Concerning preferred delivery methods among Danish products bought online are clothing & footwear at 55%,
consumers, the pandemic has been involved and affected followed by home electronics at 40% and cosmetics
here as well. If we go back to 2018, the most preferred and skincare at 33%. Groceries, pharmacy products and
alternative was to pick up the purchased item in person home furnishing have also gained shares in the last few
from a service point. During and after the pandemic, by years. If we compare it with the situation in 2016, those
far the most popular option has been home delivery with product categories were not even in the top eight. Finnish
a signature at 34%, followed by home delivery without a consumers are quite keen cross-border buyers. This can
signature at 21%, and only thirdly to pick up at a service probably be linked to the fact that historically there have
point at 18%. been comparatively few domestic strong brands. When
making cross-border purchases, the Finns prefer to shop
• Finland from China, Germany and the UK.
With a population of a bit more than 5.5 million, Finland
is the third country in the Nordic region in terms of Marketplaces
population. As in the case of Sweden, the country is Finnish consumers are least likely to have purchased
rather sparsely populated outside the metropolitan areas. products from marketplaces if we compare them to their
This is most likely the reason why Finnish e-commerce Nordic neighbours. As many as 39% of Finns state that
consumers are among those in Europe most likely to accept they have not bought from any platform during 2021. As
longer delivery times, in contrast to consumers in densely mentioned earlier, they are fond of shopping in Germany,
populated Denmark. Finnish e-commerce has historically so the dominant among the marketplaces is Zalando, with
lagged behind the other countries somewhat, despite the 36% of consumers having made purchases, followed by eBay
country’s high level of digitalisation. Finnish consumers with 18% and Amazon at 15%.
in the older age categories have been more sceptical about

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