Top marketplaces in Finland (2026)

For international brands and sellers looking to access a high-income, digitally mature Nordic market, understanding which Finnish marketplaces to prioritise in 2026 is an increasingly strategic decision.

The Finnish e-commerce market at a glance

• Market scale and growth: Finland's B2C e-commerce generated US$6.27 billion in 2024 and an estimated US$7.07 billion in 2025, growing at approximately 7.75% per year toward a projected US$9.53 billion by 2029 (U.S. Commercial Service / Statista). Fashion and electronics are the leading categories, together representing the majority of online GMV.
• Highly active shoppers: 82% of Finns made an online purchase in the past 30 days in early 2025, with 20% shopping online weekly. The 25–44 age group is the most active, with 78–83% participating in e-commerce (U.S. Commercial Service).
• Strong cross-border appetite: in 2024, 42% of Finnish cross-border orders came from Germany, 33% from Sweden, and 31% from China, according to Posti. The UK (13%) and the US (11%) also feature, confirming high demand for international product ranges. Finnish consumers actively seek wider selection and competitive pricing from foreign platforms.
• Fashion and electronics dominate: fashion and apparel holds approximately 24–25% of B2C revenue in 2025, while electronics and consumer tech represent around 28% (Mordor Intelligence, January 2026). These two categories drive the majority of marketplace volume.
• Quality-first, low-return buyers: Finnish consumers are conscientious shoppers who make fewer returns than most European counterparts and prioritise detailed product descriptions over price alone. Average basket values are high; Finnish shoppers on HobbyHall.fi run baskets approximately 65% larger than Baltic market equivalents (PHH Group).

Top Finnish marketplaces in 2026

1) Zalando Finland

Zalando is the most visited online marketplace in Finland and the single most popular cross-border platform among Finnish consumers. According to the U.S. Commercial Service, Zalando consistently ranks as the top destination for Finnish online shoppers — ahead of domestic leaders Verkkokauppa.com and Gigantti (Statista, 2024). Zalando operates a dedicated Finnish storefront at zalando.fi, with product listings, pricing, and customer service fully localised.

In 2025, Zalando recorded €12.3 billion in group revenue (+16.8% YoY) and a GMV of €17.6 billion (+14.7%), reaching a record 62 million active customers after completing its acquisition of About You in July 2025 (Zalando FY2025 results). It commands approximately 12% market share in European online apparel (Marketing4eCommerce), and in 2025 continued expanding its Beauty proposition across European markets, a signal of continued investment in Nordic consumers. Third-party GMV accounted for approximately 24% of Zalando's total GMV in 2025 (ECDB), and the Partner Programme is actively expanding.

• Suits: fashion and apparel, footwear, accessories, activewear, sports and beauty — all categories in the premium-to-mid-market segment. Particularly strong for brands with a clear visual identity.
• Notes: high-quality product imagery and Finnish-language content are conversion drivers. Zalando Fulfilment Solutions (ZFS) handles storage, packing and shipping from Zalando's warehouse network, simplifying logistics for non-Nordic sellers entering Finland.

Connect via Lengow: Sell on Zalando with Lengow.

2) Fruugo Finland

Fruugo is a global cross-border marketplace headquartered in Helsinki, Finland — making it, uniquely, Finland's own internationally-born marketplace. Founded in 2006 and operating in 46 countries with support for 28 languages and 31 currencies, Fruugo's structural advantage is its fully automated cross-border model: the platform handles translation of listings into local languages, currency conversion, and customer service, meaning sellers can list once and sell globally with minimal localisation overhead.

Fruugo is a 100% third-party marketplace with no competing first-party inventory. It facilitates over 14.8 million orders per year, generates approximately £595 million (≈€698 million) in GMV, averages 20 million monthly visits across all country platforms, and lists over 100 million SKUs from 3,000+ sellers globally (GlobalEyez). Critically for Finnish relevance: Finland is Fruugo's #1 country for desktop traffic globally (Similarweb), confirming exceptionally deep Finnish consumer adoption. Fruugo also has no Buy Box (every seller has a unique product listing with equal visibility, levelling the playing field for newer entrants).

• Suits: cross-border sellers who want to reach Finnish consumers without managing country-by-country localisation. Top categories include electronics, fashion, health and beauty, sports and leisure, toys, and home goods.
• Notes: Fruugo charges a 20% commission on basket value (flat rate), with no listing fees or monthly subscriptions, a genuinely low-risk entry model. Brands with international price differentials should monitor grey-market activity; Lengow's NetMonitor can help track product representation across Fruugo's network.

Connect via Lengow: Sell on Fruugo with Lengow.

3) HobbyHall.fi

HobbyHall.fi is one of Finland's most established and trusted domestic e-commerce brands, with origins as a catalogue retailer dating back to 1962. Today it operates as the Finnish arm of the PHH Group (Pigu HobbyHall Group) — the leading e-commerce platform in the Baltics and Finland — alongside Pigu.lt (Lithuania), 220.lv (Latvia) and Kaup24.ee (Estonia). HobbyHall.fi opened its third-party marketplace in mid-2023.

HobbyHall.fi generated US$105 million in annual revenue in 2024 (ECDB). The PHH Group marketplace across all four countries attracts approximately 150 million sessions per year and hosts more than 4,000 sellers offering over 3 million products, with nearly 600,000 customers during Black Friday 2025 across the region (PHH Group). A single seller account gives access to all four PHH Group markets simultaneously, making HobbyHall.fi a uniquely efficient gateway to Finland and the Baltic region in one move.

• Suits: electronics, home appliances, beauty and health, fashion, garden and tools, home décor, sports and leisure. Finnish shoppers average baskets approximately 65% larger than Baltic customers — high-margin products perform particularly well.
• Notes: Finnish-language product descriptions and high-quality white-background images are mandatory. EAN barcodes required for all listings. Monthly fee from €39 plus 5–15% category commission (PHH Group).

Connect via Lengow (Octopia Network): Sell on HobbyHall.fi with Lengow.

4) Fyndiq

Fyndiq is a Nordic-focused deals and value marketplace targeting price-conscious consumers seeking discounted or promotional products across Sweden, Finland, Denmark, and Norway. Operating at fyndiq.fi in the Finnish market, Fyndiq attracts over 500,000 monthly customers across the Nordic region, hosts more than 500 suppliers with approximately 4 million product listings, and provides sellers with dedicated local customer service in all four Nordic countries (Mulwi).

Sellers on Fyndiq have reported order volume increases of over 145% year-on-year after integration. The seller model is straightforward: a monthly fee of SEK 299 (excl. VAT) plus a 12.5% commission per sale, the same rate across all four Nordic countries. No start-up fee, no commitment period — a low-risk test channel for brands entering the Nordics.

• Suits: sellers with strong pricing flexibility, promotional product lines, or excess stock. Well-performing categories include fashion, beauty and health, electronics accessories, sports and leisure, home goods, and toys.
• Notes: success on Fyndiq is closely tied to competitive pricing; the audience is deal-driven. Only products available for immediate dispatch should be listed; min/max estimated delivery times must be included in all listings.

Connect via Lengow (Octopia Network): Sell on Fyndiq with Lengow.

5) CDON Finland

CDON is the oldest and most recognised pure marketplace in the Nordic region, founded in Sweden in 1999 and now covering Sweden, Norway, Denmark, and Finland. Hosting over 1,500 vetted sellers serving more than 2 million customers across the region (GlobalEyez), CDON is known among 88% of the Nordic population — extraordinary brand recognition for a regional platform (Mulwi). In Finland specifically, CDON attracts approximately 837,700 visits per month (Mulwi / Similarweb). Its annual GMV stands at around SEK 1.8 billion (≈€166 million) across the region (GlobalEyez).

Unlike global giants building their Nordic presence, CDON has two decades of local trust with Nordic shoppers. It is a 100% third-party marketplace with no competing own products, and offers approximately 8 million products across electronics, home equipment, beauty, video games, kitchen appliances, and toys. Sellers receive a dedicated account manager and access to CDON fulfillment solutions for simplified cross-border Nordic logistics.

• Suits: multi-category sellers targeting the full Nordic region simultaneously. Particularly strong for electronics, home equipment, beauty, video games, kitchen appliances, toys and sports. One seller account covers Sweden, Norway, Denmark and Finland.
• Notes: CDON charges a monthly subscription of €29 plus a 4–12% commission by category. Norwegian sales require VOEC tax compliance (Norway is not EU). Local-language listings in Finnish, Swedish, Danish and Norwegian drive significantly better conversion.

Connect via Lengow (Octopia Network): Sell on CDON with Lengow.

6) Amazon (via Amazon.de / Amazon.se)

Amazon does not operate a dedicated amazon.fi storefront, but Finnish consumers are among the platform's most active cross-border users, primarily via Amazon.de (Germany) and Amazon.se (Sweden). Germany leads Finnish cross-border orders at 42%, and Amazon is consistently cited as one of the top three most popular international marketplaces among Finnish consumers, alongside Zalando and Temu (U.S. Commercial Service).

Amazon's European unified account infrastructure allows sellers to list across Amazon.de, Amazon.se, Amazon.fr, Amazon.it, Amazon.es and Amazon.co.uk from a single seller account — meaning any seller already active on European Amazon automatically reaches Finnish consumer demand with minimal incremental effort. Amazon's Pan-European FBA programme distributes inventory across EU fulfilment centres for fast local delivery, matching Finnish consumers' standard expectation of 1–3 business day delivery.

• Suits: multi-category sellers already active on European Amazon who want to capture Finnish demand via existing infrastructure. Electronics, books, fashion, home goods, sports and consumer tech all perform strongly via Amazon.de and Amazon.se for Finnish buyers.
• Notes: Finnish VAT (standard rate 25.5%) is required for sellers storing goods in Finland or exceeding Finnish distance-selling thresholds. German and Swedish-language listings are the minimum; adding Finnish-language content improves conversion. Amazon Prime is increasingly adopted by Finnish consumers via Amazon.de.

Connect via Lengow: Sell on Amazon with Lengow.

7) eBay Finland

eBay is the second most visited marketplace in Europe overall and one of the most accessible international sales channels for Finnish consumers purchasing cross-border, primarily through eBay.de, eBay.co.uk and eBay.com. With Germany at 42% and the UK at 13% of Finnish cross-border orders, eBay's geographic coverage maps closely onto where Finnish buyers already shop internationally. eBay's C2C and B2C hybrid model gives it a unique audience: buyers actively searching for specific items, used goods, collectibles, spare parts, and niche products not easily found on general marketplaces.

For sellers, eBay's key structural advantage is its global reach from a single listing: listing a product on eBay.de makes it visible to European buyers including Finnish consumers, with no market-by-market setup required. eBay's international shipping programmes (including the Global Shipping Programme) handle customs documentation, duties and local delivery for sellers shipping to Finland.

• Suits: sellers of used goods, refurbished products, collectibles, spare parts, niche electronics, vintage fashion, automotive parts and unique or hard-to-find items. Also well-suited for broad-catalogue sellers seeking incremental Nordic reach at low marginal cost.
• Notes: eBay's final value fee typically runs 10–15% by category. Competitive pricing is critical — Finnish cross-border buyers are price-aware, and eBay's price-comparison visibility is high.

Connect via Lengow: Sell on eBay with Lengow.

8) Etsy Finland

Etsy is the world's leading marketplace for handmade, vintage, and craft products, with over 96 million active buyers and 9 million active sellers globally as of 2024 (Business of Apps). It is accessible to Finnish buyers and sellers through the global etsy.com platform. Etsy generated US$2.8 billion in revenue in 2024 on US$13.2 billion in gross merchandise sales and is one of the few marketplace platforms where Lengow provides direct feed integration.

Finland has a rich artisanal tradition (from textile design inspired by Marimekko's legacy to ceramics, wooden handicrafts and clean Nordic design objects) making Etsy a natural fit for Finnish-made products targeting international buyers. For sellers in any country, Etsy gives access to a global audience actively seeking unique, non-commodity products, and Finnish design aesthetics (clean, functional, nature-inspired) resonate particularly strongly with Etsy's buyer demographic, which skews toward creative, sustainability-conscious consumers aged 25–44.

• Suits: sellers of handmade items, artisanal craft products, personalised goods, vintage fashion and homewares, jewellery, art prints and design objects. Finnish brands with strong visual identity and design-forward products are particularly well-positioned on Etsy globally.
• Notes: Etsy charges a €0.20 listing fee per item, a 6.5% transaction fee, and a payment processing fee (~4% + €0.30). Sellers must comply with Etsy's handmade policy; mass-produced or resold items are restricted outside the vintage category. English-language listings maximise global reach; Finnish is a bonus for domestic discovery.

9) Vinted Finland

Vinted is Europe's leading C2C secondhand marketplace, with over 120 million registered users across 26 markets (Vinted, 2025). Founded in Lithuania in 2008, Vinted generated €1.1 billion in revenue in 2025 (a 38% increase year-on-year) with GMV of €10.8 billion (+47%) and a net profit of €62 million (down 19% as it invested in growth), and is valued at approximately €8 billion (Vinted 2025 results). Finland is an active market for Vinted, with the annual report confirming Finnish-specific features including authenticity verification, and Vinted Pay is being piloted in Finland ahead of broader rollout.

Vinted's business model — zero fees for sellers, with buyer protection fees charged to buyers — has created a vast supply of second-hand fashion, electronics, toys and books across Europe. In autumn 2024, 22% of Finnish online consumers had shopped secondhand in the past quarter (PostNord, E-commerce in the Nordics 2024) — the lowest rate in the Nordics but steadily growing, with recommerce's role in Finland set to expand significantly through 2026. Vinted is a pure C2C platform and does not support professional multi-SKU catalogue management, but it is a critical channel to monitor for brands tracking how their products move in Finland's secondhand market.

• Suits: individual sellers and small merchants of second-hand fashion, footwear, accessories, children's clothing, toys, books and electronics. Also essential for brands monitoring recommerce and reseller activity in Finland.
• Notes: Vinted is C2C-first and does not integrate with feed management platforms like Lengow for product catalogue management.

10) OnBuy Finland

OnBuy is a UK-born challenger marketplace that launched across 12 European markets (including Finland) in September 2025. Its two core differentiators set it apart from every other marketplace on this list: a commitment to never compete with its sellers (zero own-brand inventory, ever) and the world's only major marketplace cashback programme, offering buyers instantly redeemable cashback on every purchase — a mechanic that drives repeat purchase rates exceeding 50% in the UK (ChannelX).

OnBuy generated US$163 million in revenue in 2024 with a 37% Q4 2024 revenue increase year-on-year (Ecommerce News EU). Its European beta delivered 308% sales growth and a 40%+ compound monthly growth rate before formal launch (ChannelX), and the platform is targeting £100 million in additional GMV from its EU rollout. For sellers in Finland, this represents a genuine first-mover opportunity before competition for listing visibility intensifies.

• Suits: general merchandise across all categories, with a particular strength in electronics (OnBuy's #1 global category at 20% of sales), home goods, fashion, sports and leisure, and toys. Ideal for sellers seeking an Amazon alternative with better margin dynamics and no platform own-brand competition.
• Notes: OnBuy Finland is in its early growth phase; consumer awareness is building fast but the platform is not yet at mature traffic levels. Early entry is a real advantage. Finnish-language product listings are recommended to maximise conversion from Finnish visitors.

Connect via Lengow (Octopia Network): Sell on OnBuy with Lengow.

Who should sell where in Finland?

• Fashion, apparel and lifestyle brands: Zalando — the undisputed leader for fashion in Finland, ranked the most popular online store among Finnish consumers.
• Cross-border sellers wanting multi-country reach with minimal localisation: Fruugo — one listing, 46 countries, auto-translation included; Finland is Fruugo's top desktop traffic market globally.
• Electronics, home appliances and multi-category retailers: HobbyHall.fi — Finland's most trusted domestic multi-category brand, with simultaneous access to Lithuania, Latvia and Estonia.
• Full Nordic reach in one step: CDON — one seller account, four Nordic markets (Finland + Sweden + Norway + Denmark), 88% brand recognition across the region.
• Deal-driven and promotional product lines: Fyndiq — the Nordic deals destination, flat 12.5% commission, no start-up fee, 500K+ monthly Nordic customers.
• Sellers already active on European Amazon: Amazon.de / Amazon.se — the most friction-free way to capture Finnish demand via existing infrastructure, given Germany leads Finnish cross-border orders at 42%.
• Used goods, collectibles and niche items: eBay — Europe's second-largest marketplace, strongest for hard-to-find items, vintage and refurbished products.
• Handmade, artisanal and design products: Etsy — 96 million global buyers actively seeking unique products; Finnish design aesthetics are a natural fit.
• Brands monitoring the recommerce market: Vinted — 120M+ users, pure C2C; essential for understanding how your brand moves in Finland's secondhand economy.
• First-mover opportunity seekers: OnBuy Finland — launched September 2025; lower competition, preferential listing visibility, and a unique cashback model building buyer loyalty fast.