By Perttu Kauppinen
According to the studies of Statistics Finland, Finns spend over 1.6 billion euros annually on purchases made over the internet. The increase in online shopping has been steady.
Clothing and shoes are among the most popular items purchased online. Travel comes in at number two.
Despite the growth in domestic sales, one quarter of the euros spent online head overseas. Books, music, and movies are favourite purchases from foreign online shops.
According to Statistics Finland researcher Juha Nurmela, the success story of online trade can be explained by the strong Finnish mail-order tradition. Finns are familiar users of catalogues delivered to their mailboxes, and have made a natural transition to a new way of shopping.
Teens and students continue to form the largest group of online shoppers, but the customer base has become more and more diverse over the years.
Researcher Kaarina Hyvönen from the National Consumer Research Centre says that curiosity often leads people to their first online shopping encounter. Online stores receive long-term customers from those people who for some reason do not enjoy visiting regular stores.
"According to studies, the majority of those who buy current consumer goods online do so because it is more fun than regular shopping", Hyvönen explains.
"The typical online customer is a price-conscious person who has a limited amount of time. An eager comparer who enjoys the search."
Helsingin Sanomat / First published in print 27.5.2005
