Where is ecommerce headed? Three lessons from Paytrail’s latest report

Ecommerce in Finland continues to grow and evolve. Customer expectations, technological development, and the factors influencing purchasing decisions are constantly changing. Paytrail’s latest Ecommerce in Finland 2026 report provides valuable data and insights into the current state of the market and its future direction. We have compiled three key takeaways from the report that every online retailer should consider in their strategic planning.

1. Ease and reliable payments are at the heart of the customer experience

According to the report, the most important driver of ecommerce is, by far, convenience. As many as 34% of consumers identify it as the primary reason for shopping online. This highlights that a seamless and intuitive purchasing journey is the foundation of success.

A crucial part of an effortless customer experience is the payment process. Consumers expect payments to be fast, secure, and familiar. The report reveals a striking fact: as many as 10% of consumers who abandoned their shopping cart would have completed their purchase if a familiar payment service had been available. Younger consumers (aged 18–29) are particularly sensitive to limited payment options, with 23% having abandoned a purchase for this reason.

Online retailer checklist

• Ensure your online store is easy to use, especially on mobile devices, as 68% of consumers shop using a smartphone.

• Offer a wide range of payment methods preferred by Finnish consumers, including online bank payments, mobile payments (such as MobilePay and Apple Pay), and invoice and instalment payment options.

• Invest in a well-known and trusted payment service provider that communicates security and reliability.

2. Sustainability is no longer just a buzzword – it is a tangible competitive advantage

Consumer awareness of environmental impacts is growing, and this is reflected in online shopping behaviour. Nearly half (45%) of consumers consider the sustainability of an online store important. However, simply mentioning sustainability is not enough; consumers are looking for concrete actions.

The most popular measures consumers expect from retailers are:

• Minimising packaging materials (51%)

• An environmentally friendly returns process (24%)

• The option to choose a more climate-friendly delivery method (15%)

Sustainability initiatives and communication not only enhance brand perception but can also genuinely influence purchasing decisions and build customer loyalty.

Online retailer checklist

• Optimise packaging and logistics. Could you use recycled materials or reduce unnecessary empty space in shipments?

• Consider how returns could be handled in a more environmentally friendly way.

• Communicate your sustainability efforts openly and concretely, for example on product pages and alongside delivery options.

3. AI is changing the rules of the game – are you ready?

In the future, ecommerce discoverability will no longer depend solely on people and traditional search engines. The report highlights the rise of agentic commerce, where AI agents act as personal shopping assistants for consumers: they search for products, compare options, and even make purchases on behalf of users.

Although this development is still in its early stages, its impact is expected to be significant. For AI to understand an online store’s offering, product content and data must be structured and machine-readable.

This means ecommerce businesses need to invest in high-quality, well-structured product information. Marketing copy alone will not be enough when AI systems are looking for precise data on product features, materials, and compatibility.

Online retailer checklist

• Ensure your product information is comprehensive, accurate, and structured (structured data).

• Actively monitor developments in AI and consider how they could create new opportunities and distribution channels for your business.

• Start experimenting now and build an understanding of what the next phase of ecommerce could mean in practice.

Final thoughts

The Ecommerce in Finland 2026 report makes one thing clear: success in ecommerce requires balancing excellent customer experience, concrete sustainability efforts, and readiness for an AI-driven future. Retailers that invest in these areas today will be better positioned to meet tomorrow’s customer expectations and capture new growth opportunities.